NEW YORK--(BUSINESS WIRE)--Oct 8, 2019--

Jonah Berger, bestselling author of Contagious: Why Things Catch On, and Stefan Burford, Global Chief Strategy Officer, have teamed up to write a first-of-its-kind book — Cultural Velocity: Making Ideas Move — that explores the secrets behind some of the best cultural marketing ideas of our time. Together, they uncover and explain the methods behind how brands generate groundbreaking ideas that not only live in culture but move along with it.

By decoding patterns from hundreds of the most successful and culturally relevant campaigns from across the world, including those from top brands like Nike, LEGO, Google and Volvo, Berger and Burford reveal five key ways that brands look to infiltrate the cultural fabric of our lives to drive relevance, now and in the future.

Exploring how and why great ideas make an impact in culture, the book answers key questions like: What had — and still has —everyone talking about Nike and Colin Kaepernick’s “Dream Crazy” campaign? Why did Germany’s largest supermarket remove all foreign-made products from its shelves? And how did KFC pull off a partnership with the hippest Japanese clothing brand?

Provocative, entertaining and revealing, Cultural Velocity: Making Ideas Move gives an inside glimpse into the new realities of marketing and how brands are harnessing the power of culture to make their ideas move.

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About Jonah Berger

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and author of the recent New York Times and Wall Street Journal bestseller, Contagious: Why Things Catch On. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on. He’s published over 50 articles in top-tier academic journals, consulted for a variety of Fortune 500 companies and respected publications like TheNew York Times and Harvard Business Review often cover his work.

About Stefan Burford

Stefan Burford is the Global Chief Strategy Officer at Initiative, a global communications agency with over 5,000 employees worldwide. He has over 15 years’ experience delivering strategic thinking and breakthrough ideas on some of the world’s best brands. He has numerous industry accolades including Campaign Magazine Media Planner of the Year, AdNews’ 40 Under 40, as well as being awarded the prestigious Global Media Campaign of the Year at the Festival of Media.

About Initiative

Initiative is a full-service, culturally driven global communications agency within Interpublic Group. At Initiative, we understand that advertising avoidance behavior will continue to spread as it is spurred by new technologies and platforms. This means brands must find new ways to connect with audiences through culture. Operating in over 80 countries, Initiative employs 5,000 people with nearly $18 billion in annual billings globally and services numerous best-in-class clients such as Amazon, Carlsberg, Converse, Nintendo and LEGO.

CONTACT: Jenna Hollmeyer

Global PR & Communications

+1 919 302 3311



SOURCE: Initiative

Copyright Business Wire 2019.

PUB: 10/08/2019 10:33 AM/DISC: 10/08/2019 10:33 AM

Copyright Business Wire 2019.