What's It Take to Make a Product Iconic?
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What's It Take to Make a Product Iconic?

What's It Take to Make a Product Iconic?


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About the Book

This is the eBook version of the printed book. This Element is an excerpt from Conversational Capital: How to Create Stuff People Love to Talk About (9780137145508), by Bertrand Cesvet, Tony Babinski, and Eric Alper. Available in print and digital formats.     How to create products that are truly iconic--and create conversation everywhere they go.     The Red Bull can has become a modern-day icon. It took Dietrich Mateschitz and Johannes Kastner more than a year during the company’s start-up phase to design the can. Some might argue that this micro-management of packaging minutiae was an overinvestment in time and resources, but the result speaks for itself. Through such care and attention, product and package design can take on iconic power….

About the Author :
Bertrand Cesvet is chairman of the world-renowned SID LEE creative global boutique, and Founding Partner of Cirque du Soleil Lifestyle Group, which is extending Cirque du Soleil’s brand beyond live entertainment. He provides creative and strategic leadership for leading word-of-mouth innovators, including Adidas, Cirque du Soleil, Red Bull, and MGM Grand. Tony Babinski is Creative Director for SID LEE, and author of Cirque du Soleil: 20 Years Under the Sun, Cirque du Soleil's official history. Eric Alper, SID LEE strategist, co-develops communications, products, and immersive solutions for many of the world's great brands.


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Product Details
  • ISBN-13: 9780132479929
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Language: English
  • Weight: 1 gr
  • ISBN-10: 0132479923
  • Publisher Date: 12 Aug 2010
  • Binding: Digital download
  • No of Pages: 9


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