What becomes an icon most?

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<title>What becomes an icon most?</title>
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<namePart>Holt, Douglas B.</namePart>
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<abstract>Every company wishes it could turn its brand into a icon, a symbol consumers identify with and celebrate. The article shows that the process of creating one isn't random, but neither does it look like conventional marketing</abstract>
<note type="statement of responsibility">Douglas B. Holt</note>
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