Part Two explores the social science disciplines of cultural anthropology and sociology that are used to develop ad explore the interconnected elements of a cultural brand - social context, experience, community, products and services, and infrastucture sensibility.

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.

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