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Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands - Hardcover

Holt, Douglas; Cameron, Douglas

 
9780199587407: Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Hardcover
ISBN 10: 019958740X ISBN 13: 9780199587407
Verlag: Oxford University Press, 2010

Inhaltsangabe

Challenging conventional models, a powerful new step-by-step guide for brands to capitalize on societal shifts by offering innovative ideologies

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Über die Autorin bzw. den Autor

Douglas Holt is the founding partner of The Cultural Strategy Group, a consulting firm that specializes in helping managers, entrepreneurs, and activists develop cultural strategies. He was previously a professor at the Harvard Business School and Oxford University's Said Business School. A leading expert on branding and innovation, he pioneered cultural branding in his best-selling book How Brands Become Icons. Holt has developed cultural strategies for a wide range of brands including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of not-for-profit organizations. He has lectured on these ideas at management seminars and talks worldwide, including the World Economic Forum.

Douglas Cameron is co-founder and Chief Strategy Officer at Amalgamated, an influential non-traditional advertising agency known for developing provocative cultural content across multiple media platforms. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He worked with Holt extensively developing cultural strategies at Cliff Freeman and Amalgamated, which led to his role as co-author of Cultural Strategy. He graduated from Dartmouth College, where he received the English department¹s top graduating honour.

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Verlag
Oxford University Press
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
019958740X
ISBN 13 
9780199587407
Einband
Gebundene Ausgabe
Anzahl der Seiten
404
Kontakt zum Hersteller
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