Management of Iconic Brands

What makes a brand iconic and resilient across generations and markets? While many organizations turn to innovation amid volatility, lasting brands can often rely on icons. This executive program uses behavioral science and cross-industry insights to define iconic products and services, analyze the psychology of icon consumption, and offer actionable governance models.Designed for CEOs, CMOs, and senior marketers, it helps them audit their portfolio, distinguish genuine iconic assets, and protect what drives performance. By the end, participants will learn to govern symbolic capital, make strategic decisions under pressure, and balance heritage with innovation for greater resilience and desirability. When everything shifts, icon management secures the future of businesses. Join this new program to lead confidently through uncertainty.

Definition, past icons, what transfers from art to products and brands.

Ability to distinguish between what can be/become an icon vs. not.

Reiconing the icon: how it works.

The don’ts.

The do’s of icon management.

Participants introspect their own icon capital and share insights and challenges.

Pedagogy : The course is high contact. Participants will be asked to consider their own portfolio and other brands’ portfolios critically to better grasp the different aspects of the course. We use a flurry of examples to discuss icons vs. non-icons.

Evaluation: Participants will be assessed by an analysis of their own company’s ownership of icons / possible icons, and how they would go about validating whether they can indeed be managed as such.

This program is intended for anyone having a say in the management of a product, service or brand with an iconic potential: CEOs, CMOs, C-suite managers, marketing

No prerequisite is required to take this course.