Cultural strategy : using innovative ideologies to build breakthrough brands / Douglas Holt and Douglas Cameron.

Includes bibliographical references and index.

Rethinking blue oceans -- Cultural innovation theory. Nike : reinventing the American dream -- Jack Daniel's mythologizing the company to revive frontier masculinity -- Ben and Jerry's : provoking ideological flashpoints to launch a sustainable business myth -- Starbucks : trickling down new cultural capital codes -- Patagonia : how social enterprises cross the cultural chasm -- Vitaminwater : creating a 'better mousetrap" with myth -- Marlboro : the power of cultural codes -- Cultural Innovation theory -- Applying the cultural strategy model. Clearblue pregnancy tests : branding a new technology -- Fat Tire Beer : crossing the cultural chasm -- Fuse music television : challenging incumbents with cultural Jujitsu -- Freelancers union : branding a social innovation -- Organizing for cultural innovation. The brand bureaucracy and the rise of sciency marketing -- The cultural studio forms underground : Levi's 501s in Europe -- The cultural studio forms above ground : ESPN.

'Cultural Strategy' provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs.