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Synopsis
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...
About the Author
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:...
Review
"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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- PublisherOxford University Press
- Publication date2010
- ISBN 10 019958740X
- ISBN 13 9780199587407
- BindingHardcover
- LanguageEnglish
- Edition number1
- Number of pages387
- Rating
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Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
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