N|Sight Magazine: Building a Cultural Brand

Cultural Branding: Moving Beyond the Lifestyle Brand

What do Whole Foods Market, Krispy Kreme and Harley-Davidson have in common? All are Cultural Brands. Now the question is, what is a cultural brand? It falls in that category of "you just know it when you see it." A Cultural Brand is the quintessential connection with today's consumer. This connection goes beyond the once coveted lifestyle brand, reaching a much more relevant level. Whole Foods Market has made that connection by building a retail environment that fosters community-building relationships - store to consumer as well as consumer to consumer. Krispy Kreme has done it by facilitating an experience around the mixing, frying and glazing process to such a level they have created an icon out of a doughnut. And Harley-Davidson has done it (over and over again) by creating an emotional appeal that includes the identity traits attached to the bike, the values of the company and the community that surround the use of every Harley bike...

Reflections on the State of Branding: It Must Be an Act of Faith

Here we present thinking outside of the traditional branding box of product-focused marketing.

Building a Cultural Brand: Getting Beyond Price, Convenience & Availability

A cultural brand is the quintessential connection with today’s consumer. Find out how to go beyond the once coveted lifestyle brand and reach consumers at a much more relevant level.

The Spheres of Influence: The Social Context of a Cultural Brand

What do you get when you mix culture with a brand? Here we forecast how successful businesses in the future may need to restock their marketing tool kits.

The Coming Fusion Culture: The Way Forward Is the Way Back

If the culture is shifting, markets have to adapt. Here's how marketers can adjust to the changing needs and values of consumers.

The Self of Many Selves: Thinking Outside the Profiling Box

Try as we may, consumers will never fit into nice and tidy boxes; they are constantly moving and adapting to a changing cultural environment.

Testing the Limits of a Lifestyle Brand

In keeping with one of our core tenets here we suggest it is time we begin to ask some serious questions about the nature of lifestyle brands.