2. Digital strategy as defined by the
Missouri School of Journalism:
“the strategy and
application of digital
mediums…
for digital campaigns”
Source:https://journalism.missouri.edu/programs/undergraduate/junior-senior/areas-study/strategic-communication-digital-strategy/
—
first off
11. (a) cultural strategy
- Professor Douglas Holt
late 70’s-era solo
willpower and
revival
farm-to-table
movement
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
Environmentalist
anti-consumerism
Campaigns that are defined by a cultural
expression or phenomenon that
represents a larger ideology
20. Soylent’s cultural ideology matrix
manifest ideology:
self-optimization
lifestyle engineering
aesthetic tributes:
minimalism
normcore
health goth
latent ideology:
radical self-perseverance
live to work
work-worship
21. Soylent’s cultural counter-ideology mix
farm-to-table
departure of the basic idea
of eating for joy
superficiality of privilege
equalizing commodity,
emphasizes work over play
maximalist consumerism
minimalist zeal, stoic dismissal
of worldly pleasures
28. (a) cultural strategy
for first half of digital strategy goodness
Farm-to-table
movement
broader point… think in terms of
Environmentalist
anti-consumerism
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
late 70’s-era solo
willpower and
revival
29. Farm-to-table
movement
Environmentalist
anti-consumerism
Campaigns that are defined by a cultural
expression or phenomenon
that represent
a larger ideology
(a) cultural strategy:
- Douglas Holt
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
late 70’s-era solo
willpower and
revival
30. Backtothis:
Thinking at the intersection of:
(a) cultural strategy
(b) digital disruption
=
richer discussion of strategy and planning
31. …butontothis:
Thinking at the intersection of:
(a) cultural strategy
(b) digital disruption
=
richer discussion of strategy and planning
33. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
34. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
35. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
36. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
37. (b) digital disruption
Professor Clayton Christensen
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
markets generally
=
ripe for digital disruption
41. (b) digital disruption
Retail Hospitality Transportation EntertainmentConsumer Goods
Professor Clayton Christensen
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
62. (b) digital disruption
digital strategy branding goodness
…but so back to the point
(a) cultural strategy
and
Retail Hospitality Transportation EntertainmentConsumer Goods
63. When markets and value networks are always being
disrupted by
technological innovation,
challenging incumbent brands by
transforming the nature of the market
(b) digital disruption
- Clay Christensen
Retail Hospitality Transportation EntertainmentConsumer Goods