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New Cultural Branding Book Focuses on Complex Target: The Consumer
Founded in 1989, The Hartman Group specializes in the analysis and interpretation of consumer lifestyles, and how these lifestyles affect the purchase and use of health and wellness products and services. The Hartman Group offers custom research, syndicated studies, consulting services and publications based on proprietary research methodologies that enhance brand strategy, product development and retail marketing. Prior books include Marketing in the Soul Age, Destination Wellness, and Marketing to the New Natural Consumer.
2003-03-25
New Cultural Branding Book Focuses on Complex Target: The Consumer
BELLEVUE, WA, March 25, 2003 - The Hartman Group, Inc., today announces the release of its newest book, Reflections on a Cultural Brand: Connecting With Lifestyles. The 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.
"By focusing our work on the lifestyle evolution of the consumer and not on product marketing, The Hartman Group emphasizes the importance of developing a cultural brand to break through today's marketing clutter," says Harvey Hartman, The Hartman Group's Chairman and CEO. "Consumers are savvy and recognize when they are being marketed a product. Embracing their changing lifestyle needs in a way that creates a lasting brand relationship can be a remarkably successful approach, as found by brands as diverse as Harley-Davidson and Whole Foods Market."
"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'," says John Mackey, Chairman and CEO of Whole Foods Market. "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."
Reflections on a Cultural Brand: Connecting With Lifestyles is written by Harvey Hartman and The Hartman Group. The book will be available direct from The Hartman Group in April 2003 by calling 425-452-0818 or via www.hartman-group.com. The cost of the book is $39.95. The ISBN is 1-929027-05-2.
About The Hartman Group
Founded in 1989, The Hartman Group specializes in the analysis and interpretation of consumer lifestyles, and how these lifestyles affect the purchase and use of health and wellness products and services. The Hartman Group offers custom research, syndicated studies, consulting services and publications based on proprietary research methodologies that enhance brand strategy, product development and retail marketing. Prior books include Marketing in the Soul Age, Destination Wellness, and Marketing to the New Natural Consumer.
For press inquiries and further information please contact:
For general, non-press related inquiries, please contact info@hartman-group.com
Blaine Becker
Senior Director, Marketing & Business Relations
blaine@hartman-group.com
425-452-0818 ext. 124
For general, non-press related inquiries, please contact info@hartman-group.com
