Hub Culture: The Next Wave of Urban Consumers Book

Hub Culture takes an in-depth look at one of the most influential marketing target groups to emerge from the 90s — the global urban modernist, a network of modern individualists who now live in a post-national frame of mind and orient themselves around hub living, using urban centers as bases for their particular lifestyle. Hub Culture traces individuals from this seemingly disconnected group of people in several of these centers, or "hubs", defining their tastes and predilections, their motivations and their influences so that marketers and ad agencies can tap into this leading edge of a developing mass consumer force. This book provides: Magazine-like lifestyle stories with marketing intelligence. Interesting comparison of various fashionable cities and places in the hub culture "league". A fresh and innovative take on consumer behaviour. The author draws upon his years of expertise in marketing and brand guardianship to provide a unique insight into the connection between successful branding and the interests of this important group of brand influentials. In this fascinating book, he sets out to explain a mobile way of living that has taken root in many of the world's largest cities in an attempt to help marketers understand the new motivating factors for global brand development. It is this whole worldview on a unique lifestyle, says Stalnaker, that marketers need to be aware of. Hub Culture offers a valuable glimpse into the future direction of global branding in an increasingly synchronized society and in doing so highlights a simple fact: no one country, race, or culture owns the new global aesthetic.Read More