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Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Paperback
ISBN13: 9780199655854
Publisher: Oxford University Press
Published: Oct 25 2012
Pages: 416
Weight: 1.35
Height: 0.90 Width: 6.00 Depth: 9.10
Language: English
- 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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