图书简介
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. Drawing on his decades-long experience, Holt shows how companies can build innovative new businesses without the advantage of new technology or revitalize businesses that have lost their leading position.
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
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