Massachusetts Institute of Technology
Sign in | Create Account

FoE4: The ROI of ROFL: Why Understanding Popular Culture Should Matter to the C-Suite

Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost is in the billions, for data and insights that often don’t help companies better understand their role in the cultural landscape. In his forthcoming book Chief Culture Officer: How to Create a Living, Breathing Corporation, Grant McCracken argues American corporations need a new professional — a Chief Culture Officer — to prioritize cultural knowledge into the C-Suite level. American corporations need to look not at the internal culture of a company but instead outward, understanding entertainment, leisure, and word-of-mouth trends. This panel will explore how major brands and entertainment properties are, or should be, listening to the patterns of popular culture to make their brands, products and services more responsive to and reflective of the desires of relevant audiences.
McCracken will introduce the concept of the “Chief Culture Officer,” followed by a panel discussion of the promise and pitfalls of applying cultural knowledge to a for-profit infrastructure, how the humanities intersects with this mission, and the benefits and limitations of concepts such as “the CCO” for advocating deeper cultural knowledge into a corporate setting. What new trends are developing that might impact the appeal of a brand’s products or services tomorrow, or even today? How does corporate America understand the developing etiquette and ethos of social media platforms? What benefit does knowing popular culture bring to brands and entertainment properties? What are the benefits to our society if brands are more tapped into cultural trends?

Moderator: William Uricchio – Principal Investigator, Convergence Culture Consortium
Panelists: Grant McCracken– Chief Culture Officer: How to Create a Living, Breathing Corporation (Basic Books); Sam Ford – Director of Customer Insights, Peppercom, and C3 Research Affiliate; Jane Shattuc – Emerson College; Leora Kornfeld – Research Associate, Harvard Business School

Comments (0)

It looks like no one has posted a comment yet. You can be the first!

You need to log in, in order to post comments. If you don’t have an account yet, sign up now!

Created
December 04, 2009 16:58
Category
License
All Rights Reserved (What is this?)
Additional Files


Viewed
8209 times

More from Futures of Entertainment

FoE4: Free? Contemporary Media Business Models

FoE4: Free? Contemporary Media Busi...

Added over 4 years ago | 01:37:00 | 16020 views

FoE3: Making Audiences Matter

FoE3: Making Audiences Matter

Added over 5 years ago | 01:52:00 | 50275 views

FoE5: The Futures of Nonfiction Storytelling

FoE5: The Futures of Nonfiction Sto...

Added over 2 years ago | 01:56:00 | 4333 views

FoE4: Revenge of the Origami Unicorn--Five Key Principles of Transmedia Entertainment

FoE4: Revenge of the Origami Unicor...

Added over 4 years ago | 00:53:43 | 14284 views

FoE4: Transmedia for Social Change

FoE4: Transmedia for Social Change

Added over 4 years ago | 01:43:00 | 9479 views

FoE6: New Media in West Africa (MIT Communications Forum)

FoE6: New Media in West Africa (MIT...

Added over 1 year ago | 01:58:30 | 3895 views