On Strategy Showcase
Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets
Jan 5, 2022
Harvard Professor and author Doug Holt discusses cultural strategy and its application in popular brands like Jack Daniels, Chipotle, Blue Buffalo, Dove, and Starbucks. Topics include the power of cultural strategy in disrupting markets, embracing cultural disruption, and Dove's success in disrupting beauty culture.
48:44
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Quick takeaways
- Cultural strategy involves challenging dominant ideologies to disrupt markets and become the new iconic brand.
- Iconic brands need to constantly lead culture, anticipate disruptions, and address societal concerns to stay relevant.
Deep dives
Cultural strategy and disrupting markets
Cultural strategy is about disrupting markets and leading ideologically by understanding that markets are not fixed, but influenced by societal changes. The aim is to challenge the dominant ideology in a category and become the new iconic brand. This approach involves repurposing existing ideas from subcultures and niche media and driving them into the mainstream market through the expression of ideology. By focusing on ideology rather than value proposition, brands can dislodge incumbents and build new brands.
