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Cultural strategy : using innovative ideologies to build breakthrough brands

Author: Douglas B Holt; Douglas Cameron
Publisher: Oxford : Oxford University Press, [2010] ©2010
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there's another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca-Cola, Nike, Jack Daniel's, Marlboro, Starbucks, Corona, Oprah, The Body Shop: all built with innovative ideologies. Further many "better  Read more...
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Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Holt, Douglas B.
Cultural strategy.
Oxford : Oxford University Press, ©2010
(DLC) 2010935044
(OCoLC)636906680
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Douglas B Holt; Douglas Cameron
ISBN: 9780191616334 0191616338 1283222957 9781283222952
OCLC Number: 743805023
Description: 1 online resource (xv, 387 pages) : illustrations
Contents: Rethinking blue oceans --
Cultural innovation theory. Nike : reinventing the American dream --
Jack Daniel's mythologizing the company to revive frontier masculinity --
Ben & Jerry's : provoking ideological flashpoints to launch a sustainable business myth --
Starbucks : trickling down new cultural capital codes --
Patagonia : how social enterprises cross the cultural chasm --
Vitaminwater : creating a 'better mousetrap" with myth --
Marlboro : the power of cultural codes --
Cultural Innovation theory --
Applying the cultural strategy model. Clearblue pregnancy tests : branding a new technology --
Fat Tire Beer : crossing the cultural chasm --
Fuse music television : challenging incumbents with cultural Jujitsu --
Freelancers union : branding a social innovation --
Organizing for cultural innovation. The brand bureaucracy and the rise of sciency marketing --
The cultural studio forms underground : Levi's 501s in Europe --
The cultural studio forms above ground : ESPN.
Responsibility: Douglas Holt and Douglas Cameron.

Abstract:

Cultural Strategy provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs. Analyzing classic  Read more...

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...May well be one of the most important books on advertising and branding in the past ten years. * Richard Huntington, Adliterate.com *

 
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