Brand Strategy + Innovation
Most of my writing on brand strategy and innovation has ended up in my two books: How Brands Become Icons and Cultural Strategy. But I have written a number of papers targeted to managers and management students to introduce my cultural branding and cultural strategy models.
(Teaching Note, 2001)
This is a teaching note that I developed for the core marketing course at the Harvard Business School. It’s now used widely across the world to teach MBAs how to think about branding from a cultural perspective.
(Harvard Business Review, 2003)
I used my analysis Mountain Dew to to describe the key features of the cultural branding model proposed in my forthcoming (at the time) book, How Brands Become Icons.
(Market Leader, 2003)
I used my analysis of Snapple to describe the key features of the cultural branding model proposed in my forthcoming (at the time) book, How Brands Become Icons to a British management audience.
(Harvard Business School, Working Knowledge, 2003)
Applying my cultural branding framework to my academic findings (with Craig Thompson) in our Man-of-Action Heroes paper, I explain the cultural opportunities that existed in the American marketplace and why mainstream marketers missed them.
(Harvard Business Review, 2004)
A second Harvard Business Review article in which I developed a socio-cultural argument about how global corporate brands work—that their perceived “globalness” counts for and then we actually got the funding to run a massive empirical study in eleven countries, which demonstrated that the theory works. Here [hyper link] is a summary of the article, which appeared in the Financial Times.
The Triumph of Better Ideology (coming soon)
(Market Leader, 2012)
This is a slightly shorter version of the first chapter of Cultural Strategy (“Rethinking Blue Oceans”), which makes the argument for a cultural approach to innovation.
(book chapter, Handbook of Marketing Strategy, 2012)
I summarize the cultural strategy model developed in our book Cultural Strategy.