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 | This book on brands says that building brand icons is the ultimate goal. | |
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| Don't confuse brands with icons. Icons are relics. They're dead ends. Brands are alive. They're tools for the living. | |
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| But if I build an icon I can take it easy. The icon does all the work. I can just sit back and rake in the bucks. | |
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| Tell that to the Romans who built that icon behind you. It's history--and so are they. | |
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| With an icon I can charge more--a big price premium. | |
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| Icons don't innovate. You'll be charging more for products that mean less and less. Pretty soon you'll be a brand of ruins. | |
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