"May well be one of the most important books on advertising and branding in the past ten years."--Adliterate.com
"This kind of deep cultural relevance is not only a boon to marketing messaging, it is a key to blockbuster innovation. [Holt and Cameron's] retelling of the tales of Nike, Starbucks, and Ben & Jerry's is persuasive in proving that the entrepreneurs involved had an ear to the ground of the culture as they designed and developed their offerings. And their reports on some current innovators' attempts to devise 'cultural strategies' show that there might be reliable ways of doing so deliberately and therefore that any company hoping to launch an iconic offering might really be able to pull it off."--Julia Kirby, Harvard Business Review
About the Author
is the L'Oréal Professor of Marketing at the Unversity of Oxford, and Co-Principal of The Cultural Strategy Group. Previously he was a professor of marketing at the Harvard Business School. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding.
He has developed cultural strategies for a wide range of brands, including Coca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture.
He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in Davos. He lives in Salida, Colorado.Douglas Cameron
is co-founder and Chief Strategy Officer at Amalgamated, an influential non-traditional advertising agency known for developing provocative cultural content across multiple media platforms. He began his career at Cliff Freeman & Partners, the most lauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He worked with Holt extensively developing cultural strategies at Cliff Freeman and Amalgamated, which led to his role as co-author of Cultural Strategy. He graduated from Dartmouth College, where he received the English departments top graduating honor.