 Speech Topics
Chief Culture Officer
This talk comes from Grant McCracken's award winning book of the same title. The ability to understand and act on culture is becoming the corporation's new competitive advantage. Some corporations do it well: Nike, Apple, Starbucks. Others have done it badly It is time for the corporation to improve its game, to get as good at culture as it is at management, finance, human capital and technology. Culture is our "last mile," the core competence the corporation must master now to flourish in the world. This talk is filled with many great examples and how tos.
10 Tools: How to Build Brands in a Digital World
The digital revolution is changing what the consumer wants from the brand. We are beginning to see that brands and consumers can work together, in the creation of new content and value, in new acts of collaboration. It's time for brands to dive into the digital revolution. The opportunities are astounding.
Financial Marketing: Climbing the Value Hierarchy
Looks at the big problems that interfere with marketing for capital markets. Specifically, it looks at three generations of this marketing: 1) the early days, 2) best practice right now and 3) what the future holds. Financial services have been perhaps the most challenging area of marketing. Consumers are often confused, innumerate and frightened. But this means there are tremendous opportunities for those prepared to break with the old paradigm and embrace a cultural approach.
How I Almost Lost Control of my Bladder on the Oprah Winfrey Show
American culture is more and more a celebrity culture. But we don't really understand why celebrities matter so much to us, and this means that the corporation has much to learn here. (The art of celebrity endorsement is particularly terrible.) This talk is about what our love of celebrities says about us as a culture, and how we can turn this knowledge to our advantage in the marketplace.
About Grant McCracken
» Meet Grant McCracken
A trained anthropologist who has studied the intersection between American culture and business for 25 years, Grant McCracken shows how to harness opportunities--and avoid the dangers--in using societal trends to build corporate success.
Grant McCracken knows why many companies get blindsided by cultural factors that were hidden in plain view. With decades of research into the culture of consumption, McCracken helps organization of all shapes and size be more intelligent, strategic and responsive to how culture, media, advertising and the internet intersect. McCracken shares how the ability to understand and act on culture is the new competitive advantage and provides timely and relevant examples of the winners and losers in this modern-day race. The author of several books, including the most recent Chief Culture Officer: How to Create a Living, Breathing Corporation (2009), McCracken delivers the tools to turn cultural trends into a marketplace advantage.
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