Reflections on a Cultural Brand: Connecting with Lifestyles

Reflections on a Cultural Brand: Connecting with Lifestyles 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.