Reflections on a Cultural Brand: Connecting with Lifestyles
A Book 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
