Cultural Strategy: Using Innovative Ideologies to Build by Douglas Holt
By Douglas Holt
How can we clarify the leap forward marketplace luck of companies like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? traditional types of procedure and innovation easily do not paintings. the main influential rules on innovation are formed through the worldview of engineers and economists - construct a greater mousetrap and the area will take detect. Holt and Cameron problem this traditional knowledge and take a completely varied process: champion a greater ideology and the area will take become aware of to boot. Holt and Cameron construct a strong new idea 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 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 approach courses managers and marketers on the best way to leverage ideological opportunities:
- How managers can use tradition to out-innovate their opponents
- How marketers can determine new marketplace possibilities that enormous businesses omit
- How underfunded challengers can win opposed to type Goliaths
- How expertise companies can keep away from commoditization
- How social marketers can increase companies that entice greater than simply fellow activists
- How subcultural manufacturers can get away of the 'cultural chasm' to mass industry luck
- How international manufacturers can pursue cross-cultural techniques to reach neighborhood markets
- How enterprises can maximize their innovation features via heading off the emblem paperwork trap
Written by way of top gurus on branding on this planet at the present time, besides one of many ads industry's prime visionaries, Cultural Strategy transforms what has continually been handled because the "intuitive" aspect of marketplace innovation right into a systematic strategic self-discipline.
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Additional resources for Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
How did consumers come to value Nike so much compared to its competitors? Nike is a seminal cultural innovation. Yet, conventional explanations avoid grappling with the cultural aspects of Nike’s innovation and, as a result, fail to explain why Nike was so successful. Many experts view Nike as a better-mousetraps poster child: Nike engineered the best shoes and earned a reputation for great performance as a result. But, as we demonstrate, this argument does not align with the historical facts. Nike’s famed shoe innovations happened early on and do not coincide with the brand’s takeoff.
The company was having trouble getting consumers to pay attention to its air-cushion technology. Jordan ﬂew through the air in superhuman fashion on the way to his patented dunks. Therefore, Nike management reasoned, he was a natural spokesman for ‘‘air’’ (never mind that the technology was to cushion shocks, not to propel mere mortals toward the rim). Nike went to the trouble of designing a unique Jordan shoe for this purpose—Air Jordans. What set them apart was the ﬂashy red and black design, echoing the team colors of the Chicago Bulls, in contrast to the white shoes everybody else in the league wore.
Ideologically speaking, the order of the day was a demand not only to revive the original industrious version of the American Dream, but to push these ideals even harder in the face of the economic challenges of the day. As the economy came to a halt, and along with it the increases in standard of living that had become a birthright, Americans struggled to ﬁnd out what went wrong and how they should respond. The emerging rough-and-tumble free-agent economy demanded a very different mentality from what they were used to.