Five Steps to Building a Cultural Brand

Cultural brands are based not only on successful products, but on creating a lifestyle around them. This article looks at how brands can be created which have an emotional and cultural appeal to consumers, as well as a practical one.

Five Steps to Building a Cultural Brand

Harvey HartmanThe Hartman Group, Inc. Washington

Successful cultural icons like The Grateful Dead and contemporary brands such as Starbucks, Whole Foods Market and Stonyfield Farm exemplify the cultural connection...