One of the cool things about blogging, at least for me, is the ability to interview
marketing thought leaders. Later today, I’ll be conducting an interview with cultural anthropologist and fellow blogger Grant McCracken. As I noted in an earlier post, I share his interest in understanding how culture impacts our understanding of brands.
Here’s one nugget from the book that I plan to probe: Successful marketing organizations of the very near future will be those that become adept at harvesting chaos. In a nutshell, it’s about making sense of the cultural innovation that’s crackling—even now!—all across the marketplace.
Some questions that his book addresses:
- In a time of permanent, discontinuous change, how can a company tell which cultural trends are worth following?
- How can a company ascertain where it sits in relation to these trends?
- How can it build a long-term strategy for dealing with constant change?