Iconic Brands Rebuild Cultural Relevance Strategically

Branding Strategy Insider advises CEOs and CMOs that restoring iconic brands is a strategic mandate, not a communications exercise, citing thinkers Kevin Lane Keller and Charles Fombrun and examples like Coca-Cola, Apple, IBM, and Harley-Davidson. The piece prescribes a three-question audit and five integrated actions—reinterpret myths, sharpen associations, re-engage storytellers, align operations, and revitalize communities—to rebuild relevance and reputation capital.