Chief Culture Officer (Kindle Edition)：This is a wonderful book, that the principles and examples of processes that used to be offering for creating and managing strong brands. If, as Dr. McCracken, the dominant culture argues, is the place of the values that shape consumer attitudes, it is the book that gives an overview of the culture of me achieve those values. He presents compelling arguments for why companies should have dedicated a mining executive culture. A great fun read filled with stories.
Interested in this book to friends at home can see how the public comments:
Marian Salzman, partner and chief marketing officer, Porter Novelli
“Grant McCracken has cracked the holy grail of what’s next to blend talent management, corporate strategy, and trendspotting, and his storytelling style captivates and educates. I am blown away.”
Richard Grefé, CEO, AIGA | the professional association for design
“Grant McCracken, once again, sees clearly the patterns in which innovation, enterprise, and smart people can influence change, create value, and respond to popular culture, where real people experience choice. The book is terrific and spot on.”
Henry Jenkins, author of Convergence Culture: Where Old and New Media Collide
“Building on decades of eye-opening research into the culture of consumption, Grant McCracken demonstrates why many companies get blindsided by cultural factors that were hidden in plain view, and offers a compelling argument for why they need to bring cultural expertise into their executive suite. Here’s hoping more corporate executives hear his call.”
Ben Casnocha, author of My Start-Up Life: What a (Very) Young CEO Learned on His Journey through Silicon Valley
“This is a marvel of a business book: highly entertaining, original, and provocative. Entrepreneurs who want to understand their customers, target market, and the cultural dynamics that shape the business world—which is to say all entrepreneurs—need to read it.”
Faris Yakob, Executive Vice President and Chief Technology Strategist, McCann Erickson New York
“In Chief Culture Officer, Grant McCracken highlights the increasing importance of cultural understanding for brands that wish to remain relevant—and profitable—in the protean flux of the modern marketplace, as he carves out a new role for the 21st century corporation. The best marketers can hope for is to create something that resonates so strongly it becomes part of our cultural fabric. This book is an indispensable tool for achieving that goal.”
Seth Godin, author of Tribes & Purple Cow
“The title of this book is a lie. It’s not merely for companies that decide they need a Chief Culture Officer, or even just for those who aspire to that job. It’s for you. Right now. If your job involves marketing, inventing, selling or simply investing in companies that make stuff, this book is a must read.”
Fabulous book! Years ago, I was sitting in a class of graduate anthropology on culture, but not really fascinated to understand how the coarse language and postmodern theories could illuminate, or we can use knowledge of culture to solve practical problems. I ended up not pursuing academic anthropology, and suggests instead a career in the online community, where it is really important for people who use your site and get what is popular or viral, and what the little things that count a lot to understand. Sometimes I get to the big companies that did not work very live and breathe – it’s a mystery to me how to penetrate the mind of the CFO and CEO and make them understand that we really in the soul of the people with our product. Well, here is an excellent guide for the application of anthropology to economics – in fact, Grant McCracken shows us that every successful brand needs to be a Chief Cultural Officer at the helm.
- Format: Kindle Edition
- File Size: 419 KB
- Print Length: 272 pages
- Publisher: Basic Books (November 10, 2009)
- Sold by: Amazon Digital Services
- Language: English
- ASIN: B002TJLF86
