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Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands Reprint Edition

by Douglas Holt (Author), Douglas Cameron (Author)
4.5 out of 5 stars 103 ratings
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How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents.

Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities:

- How managers can use culture to out-innovate their competitors
- How entrepreneurs can identify new market opportunities that big companies miss
- How underfunded challengers can win against category Goliaths
- How technology businesses can avoid commoditization
- How social entrepreneurs can develop businesses that appeal to more than just fellow activists
- How subcultural brands can break out of the 'cultural chasm' to mass market success
- How global brands can pursue cross-cultural strategies to succeed in local markets
- How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap

Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
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  1. ISBN-10
    0199655855
  2. ISBN-13
    978-0199655854
  3. Edition
    Reprint
  4. Publisher
    Oxford University Press
  5. Publication date
    October 25, 2012
  6. Language
    English
  7. Dimensions
    9.1 x 0.9 x 6 inches
  8. Print length
    416 pages
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Editorial Reviews

Review

"May well be one of the most important books on advertising and branding in the past ten years."--Richard Huntington, Adliterate.com

Book Description

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

Product details

  • Publisher ‏ : ‎ Oxford University Press
  • Publication date ‏ : ‎ October 25, 2012
  • Edition ‏ : ‎ Reprint
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 416 pages
  • ISBN-10 ‏ : ‎ 0199655855
  • ISBN-13 ‏ : ‎ 978-0199655854
  • Item Weight ‏ : ‎ 1.34 pounds
  • Dimensions ‏ : ‎ 9.1 x 0.9 x 6 inches
  • Customer Reviews:
    4.5 out of 5 stars 103 ratings

About the authors

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  1. Douglas Holt

    Douglas Holt

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    Douglas Holt was a marketing professor at the Harvard Business School and then L'Oreal Chair of Marketing at Oxford, where he pioneered cultural branding theory (How Brands Become Icons) and Cultural Strategy, a new model for strategy and innovation. Holt left the academy to found The Cultural Strategy Group and has advised hundreds of major companies, social enterprises and NGOs around the world. He's worked extensively on developing a cultural approach to tech innovation in recent years and will have a new book out on the subject soon.

    Holt is widely published in academic journals (17,000+ citations), was editor of the Journal of Consumer Culture, and has published four influential Harvard Business Review articles. He holds a BA from Stanford (economics and political science), an MBA from University of Chicago, and a PhD from Northwestern (anthropology concentration).

    You can learn more and find additional content at culturalstrategygroup.com

    See more on the author's page
  2. Douglas Cameron

    Douglas Cameron

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    Full content visible, double tap to read brief content.

    Discover more of the author’s books, see similar authors, read book recommendations and more.

    See more on the author's page
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Customer reviews

4.5 out of 5 stars
103 global ratings

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Customers say

Customers find the book's content quality positive. They appreciate its cultural relevance, with one customer highlighting how it explains the true cultural effects of successful marketing campaigns.

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Content qualityCultural relevance
5 customers mention "Content quality"5 positive0 negative

Customers find the content of the book to be very good.

"...The book effectively and engagingly touches on the most important topics and features of a true cultural strategy...." Read more

"Wonderful book! Introductory information but great approach." Read more

"Excellent resource" Read more

"...It is an important book in that it provides a specific model for integrating the power of culture into marketing strategy...." Read more

3 customers mention "Cultural relevance"3 positive0 negative

Customers appreciate the book's cultural relevance, with one customer highlighting how it explains the true effects of marketing campaigns, while another notes its focus on cultural movements and business differentiation.

"...and engagingly touches on the most important topics and features of a true cultural strategy...." Read more

"...known brands and the authors take historical advertisements, cultural movements, and competitor actions into account to show the opportunities..." Read more

"Culture as a business differentiator and driver..." Read more

Top reviews from the United States

  • Amazon Customer
    5.0 out of 5 stars Great perspective on how humans work in terms of self ...
    Reviewed in the United States on January 13, 2015
    Format: KindleVerified Purchase
    Great perspective on how humans work in terms of self acceptance and positioning yourself in society, and then how companies have connected to this human dimension to become a preferred product to satisfy key mental and acceptance needs.
    Helpful
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  • Michael Selander
    5.0 out of 5 stars Excellent marketing study
    Reviewed in the United States on September 26, 2011
    Format: HardcoverVerified Purchase
    This book is an eye opener on the true cultural effects of good marketing campaigns. The book effectively and engagingly touches on the most important topics and features of a true cultural strategy. I would recommend this book for anyone in the marketing field.
    One person found this helpful
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  • G.C.
    4.0 out of 5 stars Culture as a business differentiator and driver
    Reviewed in the United States on September 17, 2015
    Format: KindleVerified Purchase
    I was recommended Holt and Cameron by a client to ‘better help understand their business’. The book is an accessible easy read as business books go. Holt and Cameron propose that culture can be a key defining factor in business success:

    - An organisation culture can make it more resilient or innovative providing a clearly differentiated experience between a brand and its competitors in the eyes of consumers. Their concept of cultural orthodoxy is similar to the red ocean strategy, where companies in mature sectors tend to look alike.
    - By understanding consumers and the cultural context of the product or service, a market opportunity can be found. This is essentially what a good planner does in an advertising agency, but the Dougs look to bake this into the organisation rather than having it as a wrapper at the end of the product process

    After reading the book, I was not necessarily any wiser about my client was trying to say about their business; but that was more about them than my reading material. This story however emphasises an important point, what may be perceived as a cultural innovation internally in a company may not manifest itself as brand innovation or even a differentiated position.
    One person found this helpful
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  • juan avellaneda
    5.0 out of 5 stars Its a deep interesting and not and easy approach to brand development
    Reviewed in the United States on December 12, 2014
    Format: KindleVerified Purchase
    Its a deep interesting and not and easy approach to brand development . The examples are excellent and clearly show good and bad marketing decisions and its explanations.
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  • Lorenchen
    5.0 out of 5 stars Five Stars
    Reviewed in the United States on November 12, 2016
    Format: PaperbackVerified Purchase
    Wonderful book! Introductory information but great approach.
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  • JLFehr
    5.0 out of 5 stars Five Stars
    Reviewed in the United States on November 13, 2016
    Format: KindleVerified Purchase
    Excellent resource
    Helpful
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  • AC1200
    5.0 out of 5 stars A must read for all marketers.
    Reviewed in the United States on September 26, 2020
    Format: Paperback
    Great approach on how all companies and entrepreneurs should be thinking about marketing strategies. Great real world examples.
    Helpful
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  • J. Burton
    4.0 out of 5 stars Unique Perspective
    Reviewed in the United States on June 19, 2011
    Format: HardcoverVerified Purchase
    I'm currently a marketing MBA and I found this book through a professor of mine. It takes a unique view of branding and is open about the fact that they provide benefits that are intangible. The biggest win for me on this book is the research done to write it. There are great case studies from well known brands and the authors take historical advertisements, cultural movements, and competitor actions into account to show the opportunities exploited by using cultural branding.
    3 people found this helpful
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Top reviews from other countries

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  • Roberta Campos
    5.0 out of 5 stars Douglas Holt é tudo de bom
    Reviewed in Brazil on April 17, 2023
    Format: KindleVerified Purchase
    Adoro a forma de pensar de Douglas Holt e ele traz uma revitalização ao pensamento empresarial que normalmente é muito encantado consigo mesmo. Mas faz isso trazendo ferramentas, apoiando o trabalho das lideranças. É brilhante.
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  • buffy
    5.0 out of 5 stars brilliant
    Reviewed in Canada on March 21, 2022
    Format: PaperbackVerified Purchase
    Douglas Holt is the most amazing thinking in this area. I an't quite believe he is working in th field, he's a fox in the henhouse. But brilliant thinking and fluid writing. Be you a critic of marketing or a marketer - Holt is a must read
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  • Silvia
    5.0 out of 5 stars Amazing book
    Reviewed in the United Kingdom on November 1, 2024
    Format: PaperbackVerified Purchase
    If you are interested in brands, marketing, business or cultural strategies this is an excellent book. I've read other Douglas Holt work and this is some of its best work.
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  • Alex Nempeke
    5.0 out of 5 stars Estrategia desde la cultura
    Reviewed in Mexico on March 23, 2019
    Format: HardcoverVerified Purchase
    Es un libro que está hecho con mucha dedicación y, en ese sentido, es muy bien elaborado. Tiene casos que ilustran la estrategia cultural y aprendizajes aplicables.
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  • SMcEvoy
    5.0 out of 5 stars The most essential book on advertising you will read
    Reviewed in the United Kingdom on April 15, 2015
    Format: KindleVerified Purchase
    If you've worked in the ad world and had that lingering feeling that nothing you were doing actually makes that much sense, then you need to read this book. In fact, read it anyway. The authors carefully dissect the problems with classic 'mindshare marketing' approaches, then rebuild cultural brand strategy as a challenging, innovative alternative.

    A brilliant read, packed full of anecdotes and insights which will change the way you look at how brands are built forever. Any half decent agency bod can't do their job properly without reading it.
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