1. The truly iconic affects us whether we like it are not, unlocking instinctive memories, emotions and beliefs
2. The image of the truly iconic is more important than, even transcending, the actual reality of its subject
3. The truly iconic subject should be understandable via visual shorthand.
4. The truly iconic is immediately recognisable, the visual equivalent of an unmistakable catchphrase

Read the whole post, it’s very insightful. I really hope that “iconic” doesn’t join the ranks of “authentic” and “green” as terms totally diluted by over use and misuse – especially in a branding.

A small remark though on the images used at the end of the post. “Iconic” in terms of branding doesn’t mean that a brand should necessarily leech on MORE iconic visual shorthand, for example (like the examples used in the post), a brand should look to become an icon in itself, like a VW Beetle or a bottle of Coke.

In this lecture I went through the most important findings of my thesis. At the end of the lecture you’ll find my model of brand building by shifting focus from one brand building model to another as the brand matures. I’d welcome comments on that.

For the culturally inclined, a recession is very intriguing because of how much it shakes up people’s everyday lives – not just economically but culturally. I remember reading a few years ago about a study (which I was unable to find by googling, sorry) that stated that when the economy is good, clean cut and more androgynous men (think Jude Law or Johnny Depp) become more desirable to women, but when the economy goes down, burly and more masculine men (think Hugh Jackman or Russel Crowe) become more favorable again. I guess this has to do with a sense of security or people being drawn to more traditional values. Either way, I find stuff like this fascinating, and I’m keeping my eyes open for any news like this.

What else is the down economy inspiring? Well, Salon.com is reporting that some women are almost eager skip to Brazilian waxes at beauty salons in a down economy. Some are going to let the hair grow back, to some, as said in the article, “It’s back to shaving in the shower for me.” Regardless, women being ready to cut back on spending on something that at first thought feels quite intimate is intriguing. What else? As common sense would dictate, people are going for more alcohol rich boozes because of the recession. Also in the article, wine traders are dumping their inventories when strapped for cash, and people are gobbling up the steals. Does the recession change the way we see and consume alcohol on a cultural level, or is this just a pragmatic shift? My guess is on the former. Look for escapist boozing up to be featured more in popular culture.

Of course, as a recession brings about great change, it also brings great opportunity. In fact, some brands, especially lower end brands, welcome the downturn, because it offers them a chance to get ahead. Who knows, maybe we’ll even see a hipster or two in Wal-Mart? Karl Long states that the recession will bring forth an age of frugality, which could present a real opportunity for people-centered design. Also, check out his list of socio-economical shifts he predicts, and think about the cultural changes they could usher in.