Friday, March 28, 2008
Marketing That Matters
Session Description
How can social entrepreneurs use marketing strategy to grow their ventures, spread ideas, and facilitate adoption of their models? According to Douglas Holt, L’Oréal Professor of Marketing at the Saïd Business School, conventional marketing techniques are not the way to go. organisations seeking to change culture and society need to take a socio-cultural approach to marketing. Holt developed cultural branding in his influential book “How Brands Become Icons: The Principles of Cultural Branding,” and has applied these concepts widely to some of the worlds most prominent social and private sector brands. Holt will show how social mission businesses and civil sector organisation can leverage cultural branding and will lead an interactive discussion on how to apply these insights to their organisations.
When | Where
09:00 - 11:00
Friday, March 28
Session leaders
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L’Oréal Professor of Marketing, University of Oxford
Douglas B. Holt is L’Oréal Professor of Marketing at Oxford University. He specializes in the application of social and cultural theory to core branding issues. His most recent book, How Brands Become Icons: The Principles of Cultural Branding, develops a new cultural approach to brand strategy. Holt has been invited to give dozens of cultural branding seminars around the world, including the World Economic Forum. He has developed cultural brand strategies for a number of the world’s most valuable brands, including Coca-Cola, Jack Daniels, Ben & Jerry’s, Microsoft, and Mountain Dew. At Oxford, Holt has launched an innovative interdisciplinary marketing area called “marketing, culture and society”, which engages the civil and public sector in addition to business. In particular, the department is focused on applying socio-cultural marketing ideas to development and environmental issues.
