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Chief Culture Officer: How to Create a Living, Breathing Corporation by Grant McCracken

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CHAPTER 2
STEALTH CCOs
THE CHIEF CULTURE OFFICER DOESN’T YET EXIST. BUT THERE are people who act like CCOs and we can learn from them.

DAN WIEDEN FOR NIKE

By the mid-1980s, the running boom was giving way to a fitness craze, and Phil Knight, founder of Nike, wanted his company to take part. Knight didn’t much believe in advertising, but competition with Reebok was fierce, and he had begun to work with a small shop in Portland, Oregon, called Wieden + Kennedy. Dan Wieden, Portland native and second-generation ad man, proved an essential asset.
It was Wieden who coined the slogan “Just do it” in 1988.1 Most slogans are about the brand (“Coke is it.”). They may make a promise (“You can do it. We can help.”), or they evoke a mood (“Bilbao, now ...

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