By Douglas Holt
How will we clarify the leap forward industry good fortune of companies like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? traditional types of technique and innovation easily do not paintings. the main influential rules on innovation are formed by means of the worldview of engineers and economists - construct a greater mousetrap and the area will take discover. Holt and Cameron problem this traditional knowledge and take a wholly diverse strategy: champion a greater ideology and the area will take detect besides. Holt and Cameron construct a strong 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. old adjustments in society create call for for brand new tradition - ideological possibilities that upend this orthodoxy. Cultural options repurpose cultural content material lurking in subcultures to answer this rising call for, leapfrogging entrenched incumbents.
Cultural process publications managers and marketers on the best way to leverage ideological opportunities:
- How managers can use tradition to out-innovate their rivals
- How marketers can establish new industry possibilities that enormous businesses omit
- How underfunded challengers can win opposed to type Goliaths
- How expertise 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 thoughts to achieve neighborhood markets
- How corporations can maximize their innovation features by means of averting the logo paperwork trap
Written by way of top experts on branding on the planet this day, besides one of many advertisements industry's prime visionaries, Cultural Strategy transforms what has regularly been taken care of because the "intuitive" part of industry innovation right into a systematic strategic self-discipline.
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Extra resources for Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
In the 1950s, Bowerman started to experiment with materials such as snakeskin and carpskin, eventually settling on more durable materials such as kidskin and nylon mesh that attached to a spiked-shoe sole. As a young runner on the Oregon team, Phil Knight displayed a work ethic on the track that aligned with Bowerman’s approach to running. Although Knight was not the most gifted runner at the university, he despised losing, trained incredibly hard, and so performed well. He 20 nike moved on to earn an MBA and eventually used this degree to work in the world of running, setting up an American distribution business for Tiger running shoes.
They launched what they termed ‘‘word of feet’’ advertising, a clunky phrase introducing a surprisingly innovative campaign. ’’ And when one of Nike’s little-known sponsored runners—Joan Benoit—became famous as the ﬁrst American woman to dominate the marathon, Nike produced a powerful ad. The spot studiously avoided the star athletes’ feats cliche´—for instance, showing Benoit looking triumphant as she crosses the ﬁnish line. Instead, the ad featured her getting dressed for a workout in the pre-dawn hours in bad weather, the mundane reality of her daily regime convincingly dramatizing her tenacious dedication to doing whatever it takes to win.
The Ideological Opportunity Expands As the 1980s progressed, and the meltdown of the post-war economy traversed most industries, a dramatically different labor market began to take shape. The post-war compact, which allowed the majority of Americans to enjoy well-paid jobs with good beneﬁts and reasonable hours, was becoming a distant memory. Massive layoffs were constantly in the news. American companies were becoming much more efﬁcient and agile, and they were ﬁnally able to compete effectively with Japanese and German rivals.
Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands by Douglas Holt