By Douglas Holt
How will we clarify the leap forward marketplace luck of companies like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? traditional versions of technique and innovation easily do not paintings. the main influential rules on innovation are formed via the worldview of engineers and economists - construct a greater mousetrap and the realm will take realize. Holt and Cameron problem this traditional knowledge and take a wholly various strategy: champion a greater ideology and the realm will take discover besides. Holt and Cameron construct a robust new concept of cultural innovation. manufacturers in mature different types get locked right into a kind of cultural mimicry, what the authors name a cultural orthodoxy. ancient adjustments in society create call for for brand spanking new tradition - ideological possibilities that upend this orthodoxy. Cultural thoughts repurpose cultural content material lurking in subcultures to reply to this rising call for, leapfrogging entrenched incumbents.
Cultural process courses managers and marketers on find out how to leverage ideological opportunities:
- How managers can use tradition to out-innovate their rivals
- How marketers can determine new industry possibilities that enormous businesses pass over
- How underfunded challengers can win opposed to type Goliaths
- How know-how companies can stay away from commoditization
- How social marketers can boost companies that attract greater than simply fellow activists
- How subcultural manufacturers can escape of the 'cultural chasm' to mass marketplace good fortune
- How international manufacturers can pursue cross-cultural recommendations to reach neighborhood markets
- How enterprises can maximize their innovation features via warding off the logo paperwork trap
Written by way of major experts on branding on the earth at the present time, in addition to one of many advertisements industry's prime visionaries, Cultural Strategy transforms what has consistently been handled because the "intuitive" part of industry innovation right into a systematic strategic self-discipline.
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Additional info for Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
In Part 2, we transpose cultural innovation theory into an actionable six-stage strategic framework—what we call the cultural strategy model. Cultural strategy is a detailed blueprint guiding the development of a cultural innovation. We detail a step-by-step approach, which is derived directly from our cultural innovation theory and supported by a systematic toolkit of cultural research methods. We have used this model to develop cultural strategies for many dozens of clients, including PepsiCo, Brown-Forman, Microsoft, BMW, Bacardi, and The Coca-Cola Company.
As with Jordan, there was a slight problem of accuracy: Tiger had a middle-class upbringing, a doting father who had served in the military, and a Stanford education. By the age of 2, he was a celebrity, performing miraculous golf shots on national television. Perhaps a bigger problem was that, despite the color of his skin, Woods is predominantly Asian in ethnicity and is only 25 percent African-American. Not much discrimination in sight, much less the mean streets of the ’hood. Nonetheless, mythology works with ideological prejudices; it is never purely factual.
Following the cultural recipe of its earlier campaigns, Nike positioned Tiger as yet another minority athlete who overcame seemingly insurmountable barriers of discrimination to make it to the top. Having positioned him in this manner, Nike then represented Woods as the poster child for combative solo willpower, just as it had done with Jordan. One of the company’s most inﬂuential ads, ‘‘Never,’’ makes much of the fact that Tiger spent his entire lifetime, from the time he could walk, being pushed by his father’s constant instruction and scrutiny to improve his golf game.