Third, globalization doesn’t create a uniform, but a diverse culture. In The Lexus and the Olive Tree: Understanding Globalization, Thomas Friedman wrote about the clash of the globalization system symbolized by the Lexus and ancient forces of culture, geography, tradition, and
community symbolized by the olive tree.5
The effect of these paradoxical phenomena of globalization to marketing is that companies are intensely competing to be icons of the society. As described by Douglas B. Holt, iconic brands address acute contradictions in society.