How Brands Innovate

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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• Estratégia de negócios
• Sociologia
• Inovação empresarial