Article2010

Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

274 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

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

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 274 citations exist upstream.

Cited by

2019Brand Coolness 2015Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management 2015Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity 2016Taste Engineering: An Extended Consumer Model of Cultural Competence Constitution 2020Feminism in advertising: Irony or revolution? A critical review of femvertising 2014Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties 2020Collaborative Market Driving: How Peer Firms Can Develop Markets Through Collective Action 2021Authenticating brand activism: Negotiating the boundaries of free speech to make a change

Imported from OpenAlex (CC0) — nothing here is generated.