{"product_id":"9780132479929","title":"What's It Take to Make a Product Iconic?","description":"\u003cp\u003eThis is the eBook version of the printed book.\u003c\/p\u003e \u003cp\u003eThis Element is an excerpt from \u003ci\u003eConversational Capital: How to Create Stuff People Love to Talk About\u003c\/i\u003e (9780137145508), by Bertrand Cesvet, Tony Babinski, and Eric Alper. Available in print and digital formats.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eHow to create products that are truly iconic--and create conversation everywhere they go.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003cb\u003e \u003c\/b\u003e \u003c\/p\u003e  \u003cp\u003eThe Red Bull can has become a modern-day icon. It took Dietrich Mateschitz and Johannes Kastner more than a year during the company’s start-up phase to design the can. Some might argue that this micro-management of packaging minutiae was an overinvestment in time and resources, but the result speaks for itself. Through such care and attention, product and package design can take on iconic power….\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47080341766384,"sku":"9780132479929","price":1.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132479929_p0.jpg?v=1763640618","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132479929","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}