Cultural marketing and branding
A Talk Between Douglas Holt and Domen Bajde
Douglas Holt, Cultural Strategy Group, shares his views with Domen Bajde, University of Southern Denmark, on why marketing has to change and how it can become better through cultural innovation. Based on his research on iconic brands and brands pioneering cultural innovation, he outlines a strategic framework indispensable to brands, big or small, for-profit or pro-social.