In this issue we explore the concept of cultural branding introduced in The Hartman Group's latest book, Reflections on a Cultural Brand: Connecting with Lifestyles. This book analyzes the historical foundation of the "cult of the brand" and proposes thinking outside the traditional branding box of productfocused marketing. Here, and in this cutting-edge text, we explore the social science disciplines of cultural anthropology and sociology that 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 the brand and the consumer. We also expand on the concept of the "social context" of the brand by exploring the three spheres of influence-the cultural, the economic and the political-and how these interrelated components shape our world. | 