Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands

Name: Cultural Strategy Using Innovative Ideologies to Build Breakthrough Brands
Availability: InStock
ISBN: 9780199655854

ISBN-10: 0199655855

ISBN-13: 9780199655854

Edition: 2012

Authors: Douglas Holt, Douglas Cameron

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Book details

List price: $28.99
Copyright year: 2012
Publisher: Oxford University Press
Publication date: 8/23/2012
Binding: Paperback
Pages: 416
Size: 9.10" wide x 6.00" long x 0.90" tall
Weight: 1.320
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