Douglas Holt is the founding partner of The Cultural Strategy Group, a consulting firm that specializes in helping managers, entrepreneurs, and activists develop cultural strategies. He was previously a professor at the Harvard Business School and Oxford University's Said Business School. A leading expert on branding and innovation, he pioneered cultural branding in his best-selling book How Brands Become Icons. Holt has developed cultural strategies for a wide range of brands including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of not-for-profit organizations. He has lectured on these ideas at management seminars and talks worldwide, including the World Economic Forum.Douglas Cameron is co-founder and Chief Strategy Officer at Amalgamated, an influential non-traditional advertising agency known for developing provocative cultural content across multiple media platforms. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He worked with Holt extensively developing cultural strategies at Cliff Freeman and Amalgamated, which led to his role as co-author of Cultural Strategy. He graduated from Dartmouth College, where he received the English department¹s top graduating honour.

...May well be one of the most important books on advertising and branding in the past ten years.

• 1. Rethinking Blue Oceans ; PART I: CULTURAL INNOVATION THEORY ; 2. Nike: Reinventing the American Dream ; 3. Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity ; 4. Ben & Jerry's: Provoking Ideological Flashpoints to Launch a Sustainable Business Myth ; 5. Starbucks: Trickling Down New Cultural Capital Codes ; 6. Patagonia: How Social Enterprises Cross the Cultural Chasm ; 7. Vitaminwater: Creating a "Better Mousetrap" with Myth ; 8. Marlboro: The Power of Cultural Codes ; 9. Cultural Innovation Theory ; PART II: APPLYING THE CULTURAL STRATEGY MODEL ; 10. Clearblue Pregnancy Tests: Branding a New Technology ; 11. Fat Tire Beer: Crossing the Cultural Chasm ; 12. Fuse Music Television: Challenging Incumbents with Cultural Jujitsu ; 13. Freelancers Union: Branding a Social Innovation ; PART III: ORGANIZING FOR CULTURAL INNOVATION ; 14. The Brand Bureaucracy and the Rise of Sciency Marketing ; 15. The Cultural Studio Forms Underground: Levi's 501s in Europe ; 16. The Cultural Studio Forms Above Ground: ESPN

Douglas Holt is the founding partner of The Cultural Strategy Group, a consulting firm that specializes in helping managers, entrepreneurs, and activists develop cultural strategies. He was previously a professor at the Harvard Business School and Oxford University's Said Business School. A leading expert on branding and innovation, he pioneered cultural branding in his best-selling book How Brands Become Icons. Holt has developed cultural strategies for a wide range of brands including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of not-for-profit organizations. He has lectured on these ideas at management seminars and talks worldwide, including the World Economic Forum.Douglas Cameron is co-founder and Chief Strategy Officer at Amalgamated, an influential non-traditional advertising agency known for developing provocative cultural content across multiple media platforms. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He worked with Holt extensively developing cultural strategies at Cliff Freeman and Amalgamated, which led to his role as co-author of Cultural Strategy. He graduated from Dartmouth College, where he received the English department¹s top graduating honour.

...May well be one of the most important books on advertising and branding in the past ten years.

• 1. Rethinking Blue Oceans ; PART I: CULTURAL INNOVATION THEORY ; 2. Nike: Reinventing the American Dream ; 3. Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity ; 4. Ben & Jerry's: Provoking Ideological Flashpoints to Launch a Sustainable Business Myth ; 5. Starbucks: Trickling Down New Cultural Capital Codes ; 6. Patagonia: How Social Enterprises Cross the Cultural Chasm ; 7. Vitaminwater: Creating a "Better Mousetrap" with Myth ; 8. Marlboro: The Power of Cultural Codes ; 9. Cultural Innovation Theory ; PART II: APPLYING THE CULTURAL STRATEGY MODEL ; 10. Clearblue Pregnancy Tests: Branding a New Technology ; 11. Fat Tire Beer: Crossing the Cultural Chasm ; 12. Fuse Music Television: Challenging Incumbents with Cultural Jujitsu ; 13. Freelancers Union: Branding a Social Innovation ; PART III: ORGANIZING FOR CULTURAL INNOVATION ; 14. The Brand Bureaucracy and the Rise of Sciency Marketing ; 15. The Cultural Studio Forms Underground: Levi's 501s in Europe ; 16. The Cultural Studio Forms Above Ground: ESPN

Douglas Holt is the founding partner of The Cultural Strategy Group, a consulting firm that specializes in helping managers, entrepreneurs, and activists develop cultural strategies. He was previously a professor at the Harvard Business School and Oxford University's Said Business School. A leading expert on branding and innovation, he pioneered cultural branding in his best-selling book How Brands Become Icons. Holt has developed cultural strategies for a wide range of brands including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of not-for-profit organizations. He has lectured on these ideas at management seminars and talks worldwide, including the World Economic Forum.Douglas Cameron is co-founder and Chief Strategy Officer at Amalgamated, an influential non-traditional advertising agency known for developing provocative cultural content across multiple media platforms. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He worked with Holt extensively developing cultural strategies at Cliff Freeman and Amalgamated, which led to his role as co-author of Cultural Strategy. He graduated from Dartmouth College, where he received the English department¹s top graduating honour.

...May well be one of the most important books on advertising and branding in the past ten years.

• 1. Rethinking Blue Oceans ; PART I: CULTURAL INNOVATION THEORY ; 2. Nike: Reinventing the American Dream ; 3. Jack Daniel's: Mythologizing the Company to Revive Frontier Masculinity ; 4. Ben & Jerry's: Provoking Ideological Flashpoints to Launch a Sustainable Business Myth ; 5. Starbucks: Trickling Down New Cultural Capital Codes ; 6. Patagonia: How Social Enterprises Cross the Cultural Chasm ; 7. Vitaminwater: Creating a "Better Mousetrap" with Myth ; 8. Marlboro: The Power of Cultural Codes ; 9. Cultural Innovation Theory ; PART II: APPLYING THE CULTURAL STRATEGY MODEL ; 10. Clearblue Pregnancy Tests: Branding a New Technology ; 11. Fat Tire Beer: Crossing the Cultural Chasm ; 12. Fuse Music Television: Challenging Incumbents with Cultural Jujitsu ; 13. Freelancers Union: Branding a Social Innovation ; PART III: ORGANIZING FOR CULTURAL INNOVATION ; 14. The Brand Bureaucracy and the Rise of Sciency Marketing ; 15. The Cultural Studio Forms Underground: Levi's 501s in Europe ; 16. The Cultural Studio Forms Above Ground: ESPN