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The way we consume products and experiences
is a process of self identification, where people develop a sense of who they are. We become what we buy – it is the signs and symbolic exchanges that are consumed. I consume, therefore, I am.



In the new millennium, we find a different world, a postmodern world with rapidly shifting self, national, and global boundaries. The postmodern world is a world of emergence, contingency, and flux, and ultimately shapes how and why we consume, and our passion for truth and new forms of narrative. Postmodernism shapes, forms, and characterizes the way we consume experiences and products.

There is a growing recognition of that, which makes us happy or fulfills our needs, is essentially grounded in a cultural and historic context – in other words we look for meaning and context embedded in our history and stories which occupy niches in an unfolding social structure. The philospher Richard Rorty argues that the search for truth should cease, and we should be content with interpretation. In the face of increasing global consumerism, developing cultural distinctiveness provides a valueable foundation for developing the products and services, which satisfy the needs of employees and customers.

Cultural associated marketing is therefore the process of integrating powerful cultural iconography, artifacts and language within the processes of product and brand development, human resource management and market development.

Our cultural institutions are the authentic guardians of this valuable resource. At CUBRA we help identify, formulate and quantify the inherent commercial attributes of a cultural institution.