Doug Holt L’Oreal Professor of Marketing Oxford University
Topic Iconic Brands
6th May 1pm
Douglas Holt is the L’Oréal Professor of Marketing at the Saïd Business
School, University of Oxford. His research applies a socio-cultural lens to key
issues in branding, advertising, and consumption.
Recently, Holt has conducted historical research on iconic brands to develop
a new cultural approach to branding. This model is published in How Brands
Become Icons: The Principles of Cultural Branding (Harvard Business School
Press, 2004), as well as in related management and academic articles. He
has also analyzed global branding from a novel cultural perspective ("How
Global Brands Compete" Harvard Business Review, September 2004). He
has published a Harvard teaching note and a number of teaching cases that
develop a cultural point-of-view on branding.
Holt has published extensively on sociological issues concerning
consumption, including social class, masculinity, and consumer society. He
co-edited (with Juliet Schor) The Consumer Society Reader (New Press
2000). He is guest editing a special issue on branding and consumer culture
for the Journal of Consumer Culture.
Before moving to Oxford in 2004 he was a professor at the Harvard Business
School (2000-2004), University of Illinois (1997-2000), and Penn State
University (1992-1997). He took his BA from Stanford University (economics
and political science), MBA from the University of Chicago (marketing), and
PhD from the Kellogg School of Management at Northwestern University
(marketing with a specialization in cultural anthropology). Prior to the PhD,
Holt was a brand manager at The Clorox Company and at Dole Packaged
Foods. He is an Associate Editor of the Journal of Consumer Research and a
Director of the Advertising Educational Foundation.
Research Interests & Publications
Books
Holt, D.B., How Brands Become Icons: The Principles of Cultural Branding,
Harvard Business School Press, 2004.
Schor, J. & Holt, D.B., editors, The Consumer Society Reader, The New
Press, 2000.
Journal Articles
Thompson, J.C. & Holt, D.B., 'How Do Men Grab the Phallus? Gender
Tourism in Everyday Consumption', Journal of Consumer Culture, 2004.
Holt, D.B., Quelch, J.A., & Taylor, E., 'How Global Brands Compete', Harvard
Business Review, Vol.September, 2004.
Holt, D.B. & Thompson, J.C., 'Man-of-Action Heroes: The Pursuit of Heroic
Masculinity in Everyday Consumption', Journal of Consumer Research,
Vol.31:2, 2004.
Holt, D.B., 'How to Build an Iconic Brand', Market Leader, Vol.June, 2003.
Holt, D.B., 'What Becomes an Icon Most?', Harvard Business Review,
Vol.March, 2003.
Holt, D.B., 'Why Do Brands Cause Trouble? A Dialectical Theory of Consumer
Culture and Branding', Journal of Consumer Research, Vol.29, 2002.
Holt, D.B., 'Postmodern Markets', Boston Review, Vol.24:3-4, 1999, pp.15-16.
Holt, D.B., 'Does Cultural Capital Structure American Consumption?', Journal
of Consumer Research, Vol.25, 1998.
Holt, D.B., 'Distinction in America? Recovering Bourdieu's Theory of Tastes
from its Critics', Poetics, Vol.25, 1997, pp.1-25.
Holt, D.B., 'Post-Structuralist Lifestyle Analysis: Conceptualizing the Social
Patterning of Consumption in Postmodernity', Journal of Consumer Research,
Vol.23, 1997, pp.326-350.
Holt, D.B., 'How Consumers Consume: A Typology of Consumption
Practices', Journal of Consumer Research, Vol.22, 1995, pp.1-16.
Book Chapters
Holt, D.B., 'How Societies Desire Brands: Using Cultural Theory to Explain
Brand Symbolism', in: Mick, D. & Ratneshwar, S. (Ed.), Inside Consumption,
Routledge, 2005.
Holt, D.B., Quelch, J.A., & Taylor, E., 'Managing the Global Brand', in: Quelch,
J.A., & Deshpande, R. (Ed.), The Global Market, Jossey-Bass, 2004.
Holt, D.B. & Schor, J., 'Introduction', The Consumer Society Reader, The New
Press, 2000.
Eamonn Clerkin Account Planning Director Irish International
BBDO Advertising Agency
13th May 1pm
Topic
Who makes the laws that the advertising stylepolice enforce?
An insider’s ethnographic account of the social process of
advertising development, and its effects on the texts it
produces
Marianne Lien
20th May 1pm
Topic
An Ethnographic Study of a Marketing Dept.
Education: Nutrition, Univ.of Oslo, 1983; Fulbright scholar in Connecticut
1986 (with professors Gretel and Pertti Pelto), Mag. art. social anthropology.
Univ. of Oslo, 1987; Dr. polit, social anthropology, Univ.of Oslo, 1995.
Postions held: Researcher / research fellow at the National Institute for
Consumer Research, Norway 1988-1998. Guest researcher at the Social
Science Centre, Berlin (Wissenschaftszentrum Berlin für Sozialforschung
WZB) 1989, Associate Professor at the Department of Social Anthropology,
University of Oslo since 1998- . Member of the National Nutrition Council
1999-2002.
Marianne E. Lien has conducted research in the interface between
consumption, production and marketing with a focus on food and nutrition
since the late 1980’s. Recent publications are in the areas of economic
anthropology, marketing, globalisation, methods in anthropology, food
production and food policy, salmon farming and nature conceptions in
Tasmania, and egalitarian ideals in Norway.
Lien has done fieldwork in Norway (Finnmark, Northern Norway 1985 and
2000, Oslo 1992) and Tasmania, Australia (2002-). She currently coordinates
the research program ‘Transnational Flows of Concepts and Substances’
(2001-2004) funded by the Norwegian National Research Council and located
at the Department of Anthropology.. English publications include Marketing
and Modernity (Berg, 1997) and Politics of Food (Berg, forthcoming 2004,
coedited with Brigitte Nerlich).
She is currently engaged in the following research projects:
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Transnational Flows in Food Production; Tasmanian Atlantic Salmon
1860-2002
Anthropological perspectives on politics of food
Food habits, gift exchange and globalisation in a coastal community in
Finnmark, Northern Norway
Areas of research:
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Thematic: Consumption, economic anthropology, globalisation, food
habits, nature conceptions, politics of food, nutritional anthropology.
Regional: Norway, Nordic countries, Europe, Tasmania, Australia
Receent Publications
Brigitte Nerlich and Marianne Lien (2004) The
Marianne Lien (1997) Marketing
Politics of Food, Palgrave Macmillan
and Modernity, Palgrave Macmillan