Reflections on a Cultural Brand: Connecting with Lifestyles

By Harvey Hartman and The Hartman Group, Inc. 

Reflections on a Cultural Brand: Connecting With Lifestyles is our third book in the series dedicated to consumer-driven marketing and branding. This book analyzes the historical foundation of the "cult of the brand" and proposes thinking outside the traditional branding box of product-focused marketing.

Social science disciplines of cultural anthropology and sociology are used to develop and explore the interconnected elements of a cultural brand - social context, experience, community, products and services, and infrastructure sensibility. In Reflections on a Cultural Brand these five elements represent the contact points between a cultural brand and a consumer. Successful cultural icons like The Grateful Dead and contemporary brands such as Starbucks and Patagonia illustrate the cultural connection between the brand and the consumer world.

Harvey Hartman and The Hartman Group continue to be at the leading edge of consumer insight and understanding in their latest book, Reflections on a Cultural Brand. They have leveraged their consumer knowledge and vision to demonstrate how to connect with current and future customers; and their cultural brand philosophy is not only unique and innovative, but effective. The Hartman Group has been a key partner in our ongoing efforts in helping us to understand and apply this knowledge to build happy and long-term customers.

John Mackey, Chairman & CEO, Whole Foods Market

Contents

Preface

Part One: Reflections on the State of Branding

1     It Must Be an Act of Faith

      How Did We Get Here, Anyway?

      The Great Consumer Society

      Our Current Epoch

      Reflections On…The Customer As Asset

Part Two: Building a Cultural Brand

2     Introducing a Cultural Brand

      Getting Beyond Price, Convenience & Availability

      Reflections On…Matters of Taste

3     The World Perspective

      Dimensions With Worlds

      Where in the World Are the People?

      Reflections on…Market Research

4    Elements of a Cultural Brand

     Element 1: Social Context

     Element 2: Experience

     Element 3: Community

     Element 4: Products & Services

     Element 5: Infrastructure Sensibility

     Reflections on…The Journey