Mobilising Underutilised Assets To Realise Social And Environmental Value 2. Branding Social Movements
Friday, March 31, 2006
Session Description
After a day on finance, we return to the themes of our opening keynote address. One of the distinctive attributes of social entrepreneurs is their ability to identify and mobilise very different kinds of assets – human, social and cultural. These case studies examine the ways social entrepreneurs can couple new financial resources with other assets and put both in the service of their mission and pursuit of social and environmental value.
Time & Location
Time:
11:00 - 12:15, Friday, March 31, 2006
BST
Speakers
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Speaker
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.
