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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. He sets out to explain a mobile way of living that has taken root in many of the w.orld's largest cities in an attempt to help marketers understand the new motivating factors for global brand development.

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.

Prologue

Acknowledgments

Chapter 1. The New Composite

Chapter 2. Branding 101: All about Odd

Chapter 3. It's Expensive Being Me

Chapter 4. Urban Intellectual Property Legends

Chapter 5. Passport Please

Chapter 6. Electronic Friend Network (EFN)

Chapter 7. Evolving Communications and the Role of Corporations

Chapter 8. Relationships

Chapter 9. Work it, baby

Chapter 10. Anonymous Proximity

Chapter 11. XTREME Leisure

Chapter 12. Popsicle Backlash

Chapter 13. How to Build a Phenomenon on a Shoestring

Chapter 14. The Future in General

Index

Stan Stalnaker is Marketing Director, Fortune Group, based in Hong Kong and London. He oversees general brand development, advertising, partnerships, alliances, conferences, events and image building for FORTUNE magazine across the Asia-Pacific region.

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