What values and qualites does the icon have that are transferred to the product?
First of all, there’s no such thing as The Icon. Every one is different, designed to embody the specific values and qualities the designer wishes them to embody. Charlie the Tuna, for example, is supposed to be the one tuna that doesn’t taste good enough to qualify for the Starkist brand. He’s the Anti-Starkist, with every quality Starkist doesn’t want in their product. It’s all in good humor, of course, he’s a lovable goof. And because he keeps getting rejected, he lives for another ad – but we don’t go to the dark side. His self deprecation is what makes us remember the Starkist brand and equate it with quality. A clever turn of affairs. Another classic icon, the Marlboro Man, is much more straightforward. He embodies rugged individualism, honesty, independence, honor, trustworthiness. And those are all the things you think you get by using the brand. He’s a powerful archetype and every brand category can usually get away with about one of those. Of course, once the truth about the d
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