Why brands like Harley-Davidson or Ferrari keep succeeding in gathering large groups of fans? Why, sooner or later, everyone ends up  in wearing a pair of Adidas Originals, Levis 501 or Ray-Ban Wayfarer?  The symbols and insights communicated by these brands are the main key driver to their adoption: being able to differentiate their point of view and to influence the social context, these labels allow people to free up their identity, create emotions and reveal a clear group affinity.

We name them “Symbol-Intensive Brands”. Up to now, models and theories employed to explain how to create brands or keep them successful mostly considered brands based mainly on functional or emotive benefits.

And what about “symbol-intensive brands”? We are clearly aware that different models are needed for brands like Apple, Diesel, Patagonia, Ambercrombie & Fitch or Virgin and brands like Esselunga, Mattel, Geox, Casio, Microsoft or Samsung. The brand universe is getting more and more complex: for that reason, we believe that a more focused approach to ‘symbol-intensive brands’ is strongly needed.

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