Books that influenced me

Steve Stokes

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

1. Cultural Strategy

By Douglas Holt and Douglas Cameron

Published by Oxford University Press, 2012

This book explores how big changes in society (often fuelled by economic shifts) can create identity anxieties that trigger new ideologies to emerge from the margins. By adopting a 'Cultural Strategy' approach, brands tap into new ideologies, playing them out in their advertising. Both Cultural Strategy and its predecessor How Brands Become Icons make the reader understand that there is more to branding than the simplified positioning and mindshare approach.

2. Overthrow: 10 Ways To Tell A Challenger Story

By Adam...

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