12.09.2004

"HartBeat" is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.

Wellness Lifestyle Insights:
Evolution of Consumer Trends in Health & Wellness

Sign up today to participate in this exciting new syndicated study to look at how wellness lifestyles have evolved over the past five years and explores where they are going in the future.

Click to browse through study details, deliverables and methodology.

For more Hartman Group articles on SOUL LOGIC, click here...

HARTBEAT

July 9, 2004 "5 Steps to Building a Cultural Brand"

March 25, 2003 "Where Wal-Mart Can't Dance"

Nov 24, 2003 "Fusion Culture"

July 29, 2003 "The Magic of the Cultural Brand" - an interview with Harvey Hartman

NATURAL SENSIBILITY
June 6, 2000 "Entering the Soul Age"

Archives »
Click here for an archive of past HartBeat articles

Print »

E-mail »

Subscribe »

Soul Logic & The Art Of Keeping It Real

The classic mid-century sci-fi image of the future assumes that humans will become more cerebral, more like the brainy aliens whom we imagine from advanced civilizations in other worlds. We picture them as hairless and sexless, evolving out of any connection to their animal origins. We see them with their huge heads signifying the extra room needed for their massive brains.

An alternative sci-fi image of the future depicts us as super human seen in the 70s typified by the Bionic Man. Here, the human future will not be this inevitable evolution toward 'less-body, more-brain' but rather toward becoming more perfectly human as only machines can be.

This idea that the human being will become more cyborg-like isn't just fantasy. The technological means are there already and will only increase in their sophistication and power as we progress into the twenty-first century. Why not have a world in which we are all Stepford wives and Stepford husbands and Stepford children?

Rejecting these future scenarios is not rational as we traditionally understand it, but follow what we call soul logic, for soul is the one human characteristic that the fantasy of the perfect cyborg human or the bald, big-pated aliens leaves out.

It's the soul that makes us human, that gives life meaning, warmth and individuality. It's what makes us unique, different and quirky. Machines are infinitely duplicable. The soul is unique. The more soulful we are, the more human we are.

A soulful brand celebrates this image of the human being. A rationalist brand is more machinelike and seeks to regiment its experience. But such an experience is really rooted in an irrational compulsion for control and security, for a brand in which there is no room for folly or even mistakes is simply not soulful.

So when we talk about the Soul Age we're talking about a cultural shift from the modern rationalist model of the human being to a post-modern, soul-centered model. We're not saying soulful brands would not be irrational brands, but rather they would follow a framework driven by soul logic rather than a rationalist planning and conscious development. This framework honors the individual rather than the mass. It cultivates warmth rather than efficiency, human connection and community rather than fragmentation and alienation, reverence for the spiritual, rather than skepticism.

So, what's an example of a soulful brand? Here's a research finding that shouldn't come as much of a surprise to anyone in the industry: Consumers love Trader Joe's.

More specifically, consumers residing in marketplaces served by Trader Joe's are nearly unanimous in their support for the retailer. While their reasons for such strong attachments are numerous, one theme to which consumers return repeatedly is authenticity.

Although we have written about authenticity extensively, we were surprised to find customers relying on an entirely different facet of authenticity. Here, customers appear to find authenticity in - of all places - imperfection.

"What is the magic behind Trader Joe's? Well, besides the modest prices, I really like their casual approach. Nobody seems too worried about making sure the store looks perfect and they don't appear to take themselves too seriously. It's like they aren't afraid to laugh at their mistakes..." - Male, 40's.

What the consumer is really getting at here is a larger point echoed by, among others, writers, playwrights and cultural analysts: There exists a distinct sense of humanity attached to failures, missteps and miscues. You see, by occasionally "getting things wrong" (e.g., forgetting to reorder products, newsletter mistakes, etc.) the Trader Joe's experience appears all the more authentic in the consumer's eye. In contrast to a world often characterized by "preconceived, well-executed corporate policies," Trader Joe's exudes a genuine sense of humanity and, by proxy, a more authentic consumer experience.

Of course, we're not suggesting retailers adopt a strategy that encourages mistakes and inattention. After all, conscious mistakes will contribute about as much to an authentic experience as a pair of pre-ripped jeans. Rather, we are merely suggesting that in the drive to create indigenous, localized wellness communities, management need not be overly concerned with minimizing errors and inconsistencies at every turn. In short, occasional misfires prove that retailers, like the communities they serve, are only human.

Other lessons in soulful branding:

Think of your brand as an extension of the people who own it...the consumer.
Let the answers come from the customer
Remember you're not selling a product; you're inviting people into an experiential world.
The most compelling experiences revolve around human interaction
Soulful experiences cannot be pre-fabricated.