Those engaged in social entrepreneurship can benefit from a socio-cultural approach to marketing akin to that of Budweiser, Harley Davidson, or any other major brand, says Oxford professor Douglas Holt in this audio lecture. In this session from the 2008 Skoll World Forum, Holt explains how cultural branding works and how social mission businesses and civil sector organizations can leverage it.
Douglas Holt is L’Oréal Professor of Marketing at the Saïd Business School, University of Oxford. His research applies a socio-cultural lens to key issues in branding, advertising and consumption. Holt has conducted historical research on iconic brands to develop a new cultural approach to branding, which is the focus of his book How Brands Become Icons (Harvard Business School Press, 2004). Before moving to Oxford in 2004, Holt was a professor at the Harvard Business School (2000-2004), University of Illinois (1997-2000), and Penn State University (1992-1997). He took his BA from Stanford University (economics and political science), MBA from the University of Chicago (marketing) and PhD from the Kellogg School of Management at Northwestern University (marketing with a specialization in cultural anthropology).
Resources
This free podcast is from our Skoll World Forum series.
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