The following is an excerpt from the newly released Hartman Group book, Reflections on a Cultural Brand: Connecting with Lifestyles. This latest publication by Harvey Hartman and The Hartman Group analyzes the historical foundation of the "cult of the brand" and proposes thinking outside the traditional branding box of product-focused marketing.

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About The Hartman Group

The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.