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Full Description
An unconventional argument for how companies can grow or revitalize businesses through cultural innovation
Outside of tech, companies rarely succeed at growing new businesses or revitalizing stagnant ones, even in the categories in which they are most successful. And the model of innovation that tech firms use is an expensive dead end for everyone else. So how can companies build breakthrough innovations without the advantage of breakthrough technology?
In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new technology or new products. Holt-one of the world's leading thinkers and consultants on cultural approaches to branding, business strategy, and innovation-draws on his decades-long experience to show how companies can build
innovative new businesses without the advantage of new technology or revitalize businesses that have lost their leading position.
Rather than beat competitors within their category, companies like Nike and Starbucks reinvented their categories. Rather than deliver better value, these brands transformed value. And rather than develop a better product, they reimagined their products. For the first time, Holt provides a concise explanation of cultural innovation-the model that details how brands like Nike and Starbucks came to be-and shows exactly how to do cultural innovation, providing a step-by-step model for analysis and
then a framework for designing innovations. He draws on his own consulting work to walk readers through successful re-branding, innovations, and strategies with major global corporations like Patagonia, Huawei, and REI.
Contents
Chapter 1: The Three Strategy Myopias: Why Business Needs Cultural Innovation
CULTURAL INNOVATION THEORY
PART I: BEYOND BRAND MYOPIA
Chapter 2: The Branding Treadmill
Chapter 3: How Society Innovates
Chapter 4: How Vanguards Conquer Markets
Chapter 5: How Challengers Attack Incumbents
Part II: BEYOND TECH MYOPIA
Chapter 6: The Better Mousetrap Trap
Chapter 7: How Tech Drives Cultural Innovation
Chapter 8: Constructing the Meaning of Tech
Chapter 9: Transforming Tech Into Myth
Part III: BEYOND PURPOSE MYOPIA
Chapter 10: The Purpose Industrial Complex
Chapter 11: The Activist Brand, Part 1: Myth
Chapter 12: The Activist Brand, Part 2: Provoke
Chapter 13: Summary
CULTURAL STRATEGY: APPLYING THE THEORY
Part I: APPLICATIONS
Chapter 14: Converse
Chapter 15: The Lifetime Network
Chapter 16: SONOS
Chapter 17: Huawei
Chapter 18: Patagonia
Chapter 19: REI
Part II: PLAYBOOK
Chapter 20: Solve The Innovation Puzzle: 7-Step Analysis
Chapter 21: Design The Innovation: The S.P.A.M. Framework
Chapter 22: Organize The Innovation: The Cultural Studio
