Cultural Strategy

CULTURAL LEADERSHIP

Amalgamated was founded on the belief that most advertising agencies miss out on the big picture: understanding how brands become cultural leaders. Once a brand establishes cultural leadership, it attracts the most interest, the most attention, the most awareness, the most buzz, and it very rapidly becomes the fastest growing brand in the category. We developed our collaborative and multi-disciplinary approach to build brands and create advertising with this focus in mind.

Amalgamated is renown for its role in establishing cultural strategy as an important new discipline. The book Cultural Strategy, authored by Amalgamated Chief Strategy Officer Douglas Cameron and former Harvard Business School Professor and Amalgamated alumnus Douglas Holt, published December 9, 2010 by Oxford University Press, has become one of the best selling books on branding and innovation in countries around the world. Cultural Strategy evolves the theory in Holt’s influential How Brands Become Icons into an actionable strategic discipline.

Buy Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands on Amazon.

Cultural strategy aims to turn brands into the cultural leaders of their categories. A brand can claim cultural leadership of its category by advancing an innovative ideology – that is, the most resonant and provocative cultural point of view in the category at that particular moment in history.

An innovative ideology has the power to instantly turn an emerging brand into the most sought-after brand in its category or, conversely, make a dominant incumbent suddenly look startlingly irrelevant.