Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands

ISBN-10: 0199655855

ISBN-13: 9780199655854

Edition: 2012

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Book details

List price: $18.99
Copyright year: 2012
Publisher: Oxford University Press
Publication date: 8/23/2012
Binding: Paperback
Pages: 416
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.562
Language: English

Preface
Acknowledgments
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
Introduction
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
About the Authors
Index
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