Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
  • Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
  • Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

by Douglas Holt, Douglas Cameron
     
 

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How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists-build a better mousetrap and the world will take notice.

Holt and Cameron

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Overview

How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists-build a better mousetrap and the world will take notice.

Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well.

Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture-ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents.

Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities:

How managers can use culture to out-innovate their competitors

How entrepreneurs can identify new market opportunities that big companies miss

How underfunded challengers can win against category Goliaths

How technology businesses can avoid commoditization

How social entrepreneurs can develop businesses that appeal to more than just fellow activists

How subcultural brands can break out of the 'cultural chasm' to mass market success

How global brands can pursue cross-cultural strategies to succeed in local markets

How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap

Written by one of the foremost authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.

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Editorial Reviews

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

Product Details

ISBN-13:
9780199587407
Publisher:
Oxford University Press, USA
Publication date:
12/09/2010
Pages:
408
Product dimensions:
6.30(w) x 9.30(h) x 1.30(d)

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