Speed Read - Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

Joseph Clift

Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, by Douglas Holt & Douglas Cameron, challenges traditional perceptions of innovation as tech-based and incremental.

Speed Read - Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

Douglas Holt & Douglas Cameron, Oxford University Press (2010) (view on Amazon)

Well-established categories can be characterised by their "cultural orthodoxy". This is because brands within the category tend to share a common "ideology", as expressed through their marketing communications.

This book's authors argue that, for ultimate success, a brand needs to find a different ideology to promote - one that finds deep resonance with the target audience, and is based on shifting patterns in society.

The authors' goal is to explain and codify such "cultural...

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