"May well be one of the most important books on advertising and branding in the past ten years."--Adliterate.com
"This kind of deep cultural relevance is not only a boon to marketing messaging, it is a key to blockbuster innovation. [Holt and Cameron's] retelling of the tales of Nike, Starbucks, and Ben & Jerry's is persuasive in proving that the entrepreneurs involved had an ear to the ground of the culture as they designed and developed their offerings. And their reports on some current innovators' attempts to devise 'cultural strategies' show that there might be reliable ways of doing so deliberately and therefore that any company hoping to launch an iconic offering might really be able to pull it off."--Julia Kirby, Harvard Business Review
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