1: Rethinking Blue Oceans
Part I: Cultural Innovation Theory
2: Nike: Reinventing the American Dream
3: Jack Daniel's: Mythologizing the Company to Revive Frontier
Masculinity
4: Ben & Jerry's: Provoking Ideological Flashpoints to Launch a
Sustainable Business Myth
5: Starbucks: Trickling Down New Cultural Capital Codes
6: Patagonia: How Social Enterprises Cross the Cultural Chasm
7: Vitaminwater: Creating a "Better Mousetrap" with Myth
8: Marlboro: The Power of Cultural Codes
9: Cultural Innovation Theory
Part II: Applying the Cultural Strategy Model
10: Clearblue Pregnancy Tests: Branding a New Technology
11: Fat Tire Beer: Crossing the Cultural Chasm
12: Fuse Music Television: Challenging Incumbents with Cultural
Jujitsu
13: Freelancers Union: Branding a Social Innovation
Part III: Organizing for Cultural Innovation
14: The Brand Bureaucracy and the Rise of Sciency Marketing
15: The Cultural Studio Forms Underground: Levi's 501s in
Europe
16: The Cultural Studio Forms Above Ground: ESPN
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.
`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
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