When Brands Become Icons

Dec. 10, 2009 - PRLog -- What links trademarks like Coca-Cola, McDonald’s, Red Bull, Apple, Nike, and Google? How do these globally recognized trademarks become consumer icons?

The answer to the former question comes from a very simple observation. All trademarked icons, including the aforementioned, has been conceived, designed, and developed by entrepreneurs—often not industry experts—while in competition with one or more of the large firms already present in the market.

In regards to the latter question, it is possible to identify a common process that is followed, maybe unconsciously, by the creators of trademarks-icon. This process is replicable, adaptable and has been transformed into an innovation model that can easily and economically be applied either by firms or entrepreneurs. It is called the Iconic Entrepreneurship® Model. The creator of this model is an Indian executive, Udaiyan Jatar, also known as “UJ.” He is a former senior manager of multinational enterprises like Procter & Gamble and Coca-Cola, where he spent over twenty years working on prestigious trademarks and new products.

During his last years on the job, UJ made a surprising discovery about the innovation process when he concluded that none of the brands he launched would be ever grow to iconic status. This realization was shared with many of his peers with whom he confided. He discovered that large firms seemed incapable of launching trademarks that would have lasting staying power.

To address this issue, UJ developed a theory that states the necessary conditions for trademarks to turn into  icons. In order to become an iconic brand, trademarks must:
1.    Transcend the same commodity category with which they belong; they must transform it in some way.
2.    Create a popular culture and a large support base in order to influence the culture worldwide.
3.    Have a lasting relationship with the users and be able to adapt technologically.
In his research, he subsequently supports these points by a rigorous process using tools developed by large multinational enterprises that have been adapted to include entrepreneurs.
Today, the Iconic Entrepreneurship® Model can be seen as one of the most interesting and innovative models for the business sector. The heart of this model states the importance of creating structural conditions—within managerial culture of any size firm—to allow the development of trademark icons by implementing key principles of UJ’s theory.

Motu Novu, the first international federation of business professionals, celebrates his landing in Italy by offering two lectures of Udaiyan Jatar, who has been a member of Motu Novu since the beginning of his revolutionary process. UJ will deliver  talks on the Iconic Entrepreneurship® Model to interested managers and entrepreneurs.

The first lecture will be given in Rome on December 15, at Palazzo Massimo alle Colonne in Corso Vittorio Emanuele II 141 for guests of the Società del Marketing. The second talk will be in Milan on December 17, at Istituto Pirelli in Viale Fulvio Testi 223 for guests of the Master di Marketing, Comunicazione e Sales Management of Publitalia ’80.

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Motu Novu is an international federation of entrepreneurs, executives, strategists, and marketers. Motu Novu serves dynamic, ambitious, and innovative companies, institutions, and entrepreneurs who wish to ensure the success of their initiatives, products, services. Its people are visionary, independent, contrarian, and pragmatic. Motu Novu is a privately held company with offices in the USA and Europe. To learn more about it, please visit: www.motunovu.com.