Cultural Mediations Between Branding and Lifestyles: A Case Study Based Model for the Articulation of Cultural Strategies and Urban Tribes

This paper aims to cross concepts and analytical approaches in culture, strategy and urban tribes to provide a process that can diagnose brand communication pieces and larger campaigns within a specific cultural landscape or larger contexts. With a mix of qualitative methods, this articulated critical approach allows for the understanding of branding and strategic communication objects. Within a scope of cultural analysis, it is possible to activate a textual reading that highlights both visible and invisible webs of meaning. These impact the way we read brand texts and can be made to inspire urban tribes and activate identification mechanisms that inhibit collective mindsets. This cultural diagnosis process of brand objects can generate important strategic insights for brand communication and management.