From the Back Cover
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 worlds 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.
About the Author
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.
As a multinational executive with this, the world?s largest media and entertainment company, he has developed expertise in a number of aspects of marketing and brand guardianship. He also works closely with a range of blue-chip brands to develop multimedia programs across AOL Time Warner platforms in categories that include automotive, banking, entertainment, luxury goods, nation building and travel. He wrote a weekly entertainment and trends column for cnn.com/asianow and timeasia.com (called Culture on Demand) and is a regular contributor to several magazines.