Cultural Strategy: Using Innovative Ideologies to Build by Douglas Holt

By Douglas Holt

How will we clarify the step forward industry luck of companies like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? traditional versions of procedure and innovation easily do not paintings. the main influential principles on innovation are formed by means of the worldview of engineers and economists - construct a greater mousetrap and the area will take discover. Holt and Cameron problem this traditional knowledge and take a wholly diversified method: champion a greater ideology and the realm will take discover in addition. Holt and Cameron construct a strong new thought of cultural innovation. manufacturers in mature different types get locked right into a kind of cultural mimicry, what the authors name a cultural orthodoxy. historic alterations in society create call for for brand new tradition - ideological possibilities that upend this orthodoxy. Cultural strategies repurpose cultural content material lurking in subcultures to reply to this rising call for, leapfrogging entrenched incumbents.

Cultural procedure courses managers and marketers on tips on how to leverage ideological opportunities:

- How managers can use tradition to out-innovate their rivals
- How marketers can determine new industry possibilities that giant businesses pass over
- How underfunded challengers can win opposed to type Goliaths
- How expertise companies can keep away from commoditization
- How social marketers can boost companies that entice greater than simply fellow activists
- How subcultural manufacturers can get away of the 'cultural chasm' to mass marketplace good fortune
- How international manufacturers can pursue cross-cultural innovations to achieve neighborhood markets
- How firms can maximize their innovation features by way of fending off the logo paperwork trap

Written through top experts on branding on the earth at the present time, in addition to one of many advertisements industry's major visionaries, Cultural Strategy transforms what has continually been handled because the "intuitive" part of marketplace innovation right into a systematic strategic self-discipline.

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Extra info for Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

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But such standard American Dream stories had little purchase in the new American economy; the Robinson campaign was a dud. A third celebrity effort starring the thuggish Charles Barkley gave them another clue. He grunted at the 36 nike audience in his ‘‘Role Model’’ ads, protesting against the widely held belief that famous athletes should set an example for the kids who idolize them. ‘‘I’m paid,’’ Barkley proclaimed, embracing the superpredator stereotype, ‘‘to wreak havoc on the basketball court.

The meaning of this myth was abundantly clear to Americans, who were inspired beyond all expectations by the ad. Nike was challenging all Americans to up their game, to use the determination of these kinds of athletes only Nike celebrated as a resource in their own lives, not only to persevere but to succeed in joyous triumph, despite the trying new circumstances. The ad called on Americans to rise to the challenges of the new competitive environment, to work their bodies and minds with optimism and tenacity.

Nike’s cultural innovation was based upon a radical extension of its runner’s ideology of the late 1970s. For Nike, sport is the great equalizer. Sport, in its purest form, is a utopian world in which all barriers and handicaps imposed by the ‘‘real world’’ are dissolved, providing a level playing field in which the most determined and conscientious and confident—not necessarily those whom society has favored with the most privileges and support—will win. The soul of sport is about athletes with tenacious determination overcoming adversity to win.

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