Michelle Barry, Senior Vice President of The Hartman Group and co-author of A Brand Called Hope will be speaking at the upcoming Private Label Impact Conference in Chicago. Since joining The Hartman Group in 1999, she has managed the ethnographic, retail, trends and innovation consulting divisions of the company and pioneered new ways to leverage professional anthropological analysis and creative fieldwork techniques to help clients’ efforts in truly understanding consumer behavior and long-term implications of cultural change.
She currently oversees the Business Development, Marketing & Communications divisions incorporating innovation and analytics into business strategy. Michelle has consulted with food and beverage, consumer packaged goods, pharmaceutical and technology companies across retail channels in developing both strategic and tactical direction in today’s marketplace.
Prior to joining The Hartman Group, Michelle owned a design and branding business and has 18 years in the health and wellness arena as both a practitioner and analyst. With a doctorate in sociocultural anthropology and extensive work in communications and consumption, Michelle has co-authored two books with The Hartman Group: Reflections on a Cultural Brand and Marketing in the Soul Age, and has appeared on MSNBC, NPR, Oxygen, as well as in national and industry publications as a thought leader in human behavior and cultural trends.
Michelle’s biography courtesy of The Hartman Group
A Brand Called Hope explores today’s consumer-driven interpretations of quality expressed through principles, values and experiences. Throughout are case-in-point examples that convey how products and brands keep pace (or not) within the context of the current state of the Culture of Food.
This fast-paced, illuminating book offers a consumer-centric approach to redefining the brand to close the ever-widening gap between what consumers expect consumer packaged food companies and retailers will make and what consumers really desire them to make.
Hartman delivers the knowledge, cultural models and insight into consumer behavior you need to reimagine your brands, categories, products and experiences.
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