Gary and myself were in London a few weeks ago, disappointingly for our wives, it wasn’t to shop for their Christmas presents. We were invited over to hear Douglas Holt speak about his book Cultural Strategy. Both Gary and myself had read the book so were really keen to hear the man himself. In the book Doug explains how “historical changes in society create demand for innovative new ideologies that upend the category’s cultural orthodoxy, driving new growth”.
Cultural strategy is a new innovation framework that provides a systematic approach that reveals new market opportunities created by historical change and guides how to craft brands that leverage these opportunities.
His list of clients is impressive, Coke, Microsoft, Jack Daniels, Mastercard, Ben & Jerrys and now Telefonica Digital.