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11.05.2008

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A Brand Called Hope:
Reimagining Consumer Culture

Reflections on a Cultural Brand:
Connecting with Lifestyles

Marketing in the Soul Age:
Building Lifestyle Worlds

Marketing to the New Natural Consumer: Understanding Trends in Wellness

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A Brand Called Hope:
>Reimagining Consumer Culture

By Harvey Hartman, Founder, Chairman & CEO

No longer tied to the traditions of their parents food shopping and eating habits today’s consumers have different aspirations. They desire something new, something better. Something to hope for.

Just because someone can make it or envision it does not mean anyone will want it.

Many of today’s marketers fight invented battles to defend the honor of their brand’s equity by legitimizing the sale of “stuff.” But as A Brand Called Hope: Reimagining Consumer Culture illustrates, stuff is not what consumers are seeking. What they want is, in a word, hope.

As time has passed, a gap has opened up between what consumers expect packaged food companies will make and what consumers really desire them to make. A Brand Called Hope examines the current state of the Culture of Food and offers a consumer-centric approach to redefining the brand to close this ever-widening consumer chasm.

A Brand Called Hope tracks the meteoric rise of traditional CPG brands and posits that even as sales are high, these brands may actually be undergoing serious redefinition in the eyes of consumers. Whole categories today are being redefined, while companies continue to try competing using products whose relevance is archaic and, at times, even extinct.

With executives, marketers and other key stakeholders at a strategic crossroads, every company should be focused on selling a brand call Hope. But to do so, you must first understand the consumer.

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The Hartman Group Book Series

A Brand Called Hope: >Reimagining Consumer Culture

By Harvey Hartman, Founder, Chairman & CEO

DOWNLOAD AND READ AN EXCERPT >>

A Brand Called Hope:
>Reimagining Consumer Culture