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Cultural strategy : using innovative ideologies to build breakthrough brands
- Author / Creator
- Available as
- Online
- Physical
- 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 busin...
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 mousetraps" are much more compelling to consumers when bundled withinnovative ideologies; consider BMW, Apple, and Whole Foods. Cultural Strategy provides a step-by-step gui.
Details
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- Creator
- Douglas Holt and Douglas Cameron
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- Oxford : Oxford University Press, [2010]
- ©2010
- Physical Details
-
- 1 online resource (xv, 387 pages) : illustrations
- ISBNs
- 0191616338, 1283222957, 019161520X, 9786613222954, 9780191616334, 9780199587407, 019958740X, 9780199655854, 0199655855
- OCLC
- ocn743805023, ocn636906680
- Includes bibliographical references and index.
- 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