Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

'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. Rethinking Blue Oceans -- Cultural Innovation Theory. Nike : Reinventing The American Dream -- Jack Daniel's Mythologizing The Company To Revive Frontier Masculinity -- Ben & 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. Douglas Holt And Douglas Cameron. Includes Bibliographical References And Index.