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Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands

Holt, Douglas Cameron Douglas
Heftet / 2012 / Engelsk

Produktdetaljer

ISBN
9780199655854
Publisert
2012
Utgiver
Oxford University Press
Vekt
598 gr
Høyde
234 mm
Bredde
156 mm
Dybde
22 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
416

Forfatter
Holt, Douglas
Cameron Douglas

Biografisk notat

Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm that provides brand strategy and innovation solutions using the cultural strategy framework. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding. He has developed cultural strategies for a wide range of brands, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture. He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in Davos Douglas Cameron is Co-Founder and Chief Strategy Officer for Amalgamated, an influential non-traditional advertising agency known for developing content across multiple media platforms. He has developed brand strategies and campaign ideas for a wide range of clients, including Ben & Jerry's, Clearblue, Coca-Cola, Fat Tire beer, FOX Sports, Freelancers Union, Fuse Music Television, Mike's Hard Lemonade, Sprite, and Svedka vodka. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He graduated from Dartmouth College, where he received the English department's top graduating honour.

Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands

Holt, Douglas Cameron Douglas
Heftet / 2012 / Engelsk
Holt, Douglas Cameron Douglas
Heftet / 2012 / Engelsk
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Review from previous edition May well be one of the most important books on advertising and branding in the past ten years.

Richard Huntington Adliterate.com 15.10.10

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 leading 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.
Les mer
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 cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.
Les mer
PART I: CULTURAL INNOVATION THEORY; PART II: APPLYING THE CULTURAL STRATEGY MODEL; PART III: ORGANIZING FOR CULTURAL INNOVATION
`Review from previous edition May well be one of the most important books on advertising and branding in the past ten years.' Richard Huntington Adliterate.com 15.10.10
Major contribution to thinking on strategy and innovation from a brand perspective Shows how societal changes produce opportunities for entrepreneurs and managers; how to identify these; and how to exploit them Explores how many successful firms ally products with cultural innovations to use these opportunities to build brands Provides a six step strategy framework and seven cultural methods with application to consumer technologies, social enterprise, and business start-ups Draws on case studies of firms such as Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's, all of whom employed a cultural innovation approach Explains the inbuilt barriers to innovation that hinder many large organizations, and puts forward a solution to overcoming these barriers Questions many 'sciency' marketing approaches Follows on from Holt's hugely successful How Brands Become Icons Holt and Cameron draw upon their consulting work with New York advertising agencies
Les mer
Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm that provides brand strategy and innovation solutions using the cultural strategy framework. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding. He has developed cultural strategies for a wide range of brands, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture. He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in Davos Douglas Cameron is Co-Founder and Chief Strategy Officer for Amalgamated, an influential non-traditional advertising agency known for developing content across multiple media platforms. He has developed brand strategies and campaign ideas for a wide range of clients, including Ben & Jerry's, Clearblue, Coca-Cola, Fat Tire beer, FOX Sports, Freelancers Union, Fuse Music Television, Mike's Hard Lemonade, Sprite, and Svedka vodka. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He graduated from Dartmouth College, where he received the English department's top graduating honour.
Les mer
Major contribution to thinking on strategy and innovation from a brand perspective Shows how societal changes produce opportunities for entrepreneurs and managers; how to identify these; and how to exploit them Explores how many successful firms ally products with cultural innovations to use these opportunities to build brands Provides a six step strategy framework and seven cultural methods with application to consumer technologies, social enterprise, and business start-ups Draws on case studies of firms such as Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's, all of whom employed a cultural innovation approach Explains the inbuilt barriers to innovation that hinder many large organizations, and puts forward a solution to overcoming these barriers Questions many 'sciency' marketing approaches Follows on from Holt's hugely successful How Brands Become Icons Holt and Cameron draw upon their consulting work with New York advertising agencies
Les mer

Relaterte produkter

Review from previous edition May well be one of the most important books on advertising and branding in the past ten years.

Richard Huntington Adliterate.com 15.10.10

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 leading 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.
Les mer
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 cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.
Les mer
PART I: CULTURAL INNOVATION THEORY; PART II: APPLYING THE CULTURAL STRATEGY MODEL; PART III: ORGANIZING FOR CULTURAL INNOVATION
`Review from previous edition May well be one of the most important books on advertising and branding in the past ten years.' Richard Huntington Adliterate.com 15.10.10
Major contribution to thinking on strategy and innovation from a brand perspective Shows how societal changes produce opportunities for entrepreneurs and managers; how to identify these; and how to exploit them Explores how many successful firms ally products with cultural innovations to use these opportunities to build brands Provides a six step strategy framework and seven cultural methods with application to consumer technologies, social enterprise, and business start-ups Draws on case studies of firms such as Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's, all of whom employed a cultural innovation approach Explains the inbuilt barriers to innovation that hinder many large organizations, and puts forward a solution to overcoming these barriers Questions many 'sciency' marketing approaches Follows on from Holt's hugely successful How Brands Become Icons Holt and Cameron draw upon their consulting work with New York advertising agencies
Les mer
Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm that provides brand strategy and innovation solutions using the cultural strategy framework. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding. He has developed cultural strategies for a wide range of brands, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture. He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in Davos Douglas Cameron is Co-Founder and Chief Strategy Officer for Amalgamated, an influential non-traditional advertising agency known for developing content across multiple media platforms. He has developed brand strategies and campaign ideas for a wide range of clients, including Ben & Jerry's, Clearblue, Coca-Cola, Fat Tire beer, FOX Sports, Freelancers Union, Fuse Music Television, Mike's Hard Lemonade, Sprite, and Svedka vodka. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He graduated from Dartmouth College, where he received the English department's top graduating honour.
Les mer
Major contribution to thinking on strategy and innovation from a brand perspective Shows how societal changes produce opportunities for entrepreneurs and managers; how to identify these; and how to exploit them Explores how many successful firms ally products with cultural innovations to use these opportunities to build brands Provides a six step strategy framework and seven cultural methods with application to consumer technologies, social enterprise, and business start-ups Draws on case studies of firms such as Nike, Marlboro, Starbucks, Jack Daniels, vitaminwater, and Ben & Jerry's, all of whom employed a cultural innovation approach Explains the inbuilt barriers to innovation that hinder many large organizations, and puts forward a solution to overcoming these barriers Questions many 'sciency' marketing approaches Follows on from Holt's hugely successful How Brands Become Icons Holt and Cameron draw upon their consulting work with New York advertising agencies
Les mer

Produktdetaljer

ISBN
9780199655854
Publisert
2012
Utgiver
Oxford University Press
Vekt
598 gr
Høyde
234 mm
Bredde
156 mm
Dybde
22 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
416

Forfatter
Holt, Douglas
Cameron Douglas

Biografisk notat

Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm that provides brand strategy and innovation solutions using the cultural strategy framework. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding. He has developed cultural strategies for a wide range of brands, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture. He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in Davos Douglas Cameron is Co-Founder and Chief Strategy Officer for Amalgamated, an influential non-traditional advertising agency known for developing content across multiple media platforms. He has developed brand strategies and campaign ideas for a wide range of clients, including Ben & Jerry's, Clearblue, Coca-Cola, Fat Tire beer, FOX Sports, Freelancers Union, Fuse Music Television, Mike's Hard Lemonade, Sprite, and Svedka vodka. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He graduated from Dartmouth College, where he received the English department's top graduating honour.

Relaterte produkter