Nike’s “Just Do It.” Dove’s “Campaign for Real Beauty.” HBO’s confounding ability to crank out one successful drama after another. Microsoft’s “I am a PC” comeback. How did Quaker manage to lose $1.4 billion dollars on the purchase of Gatorade. Why does the corporation get somethings right and others wrong.
In Chief Culture Officer, anthropologist and consultant Grant McCracken argues that products and ads succeed when corporations capitalize on culture.
Keeping track of culture, understandings its opportunities, avoiding its pitfalls, this is the first order of business for the American corporation and something it does badly. This book argues that the corporation needs an expert in the C-suite who makes culture a full time responsibility, someone to join the CEO, CFO and CIO. What it needs is a Chief Culture Officer or CCO.
When & Where
Grant McCracken holds a PhD from the University of Chicago in cultural anthropology. He is the author of Culture and Consumption, Culture and Consumption II, Plenitude, Big Hair, The Long Interview, Flock and Flow, and Transformations. He has been the director of the Institute of Contemporary Culture at the Royal Ontario Museum, a senior lecturer at the Harvard Business School, a visiting scholar at the University of Cambridge and he is now a research affiliate at C3 at MIT. He has consulted widely in the corporate world, including the Coca-Cola Company, Diageo, IBM, IKEA, Sesame Street, Chrysler, Kraft, and Kimberly Clark. He has served on marketing advisory boards for IBM and the Boston Beer Company. Basic Books has just published his latest book: Chief Culture Officer.