Tereza Sabová: How Iconic Brands Are Born on Social Media

Social Director Tereza Sabová explores in her article in Marketing & Media how iconic brands are built in the digital space and on social media. She explains why today’s iconicity doesn’t come from one-off campaigns, but from long-term, consistent communication that dares to stand out, works with emotion, and becomes a natural part of online culture. She also touches on the role of attention as the most valuable asset, the importance of authenticity, and the mistakes that prevent brands from building a strong and memorable voice.