Rengen: The Rise of the Cultural Consumer--and What It Means to Your Business

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Ideas - and the forms in which they are expressed - are the new currency. Yet many companies, the media, and even the general population mistakenly see America as an intellectual and cultural wasteland defined by reality television and fast food. RenGen is about the rise of the next "renaissance generation" - an emerging section of the American public who are enlightened, creative, and eager to challenge the status quo.

RenGen draws a new picture of the American consumer as a ...

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Rengen: The Rise of the Cultural Consumer--and What It Means to Your Business

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Overview

Ideas - and the forms in which they are expressed - are the new currency. Yet many companies, the media, and even the general population mistakenly see America as an intellectual and cultural wasteland defined by reality television and fast food. RenGen is about the rise of the next "renaissance generation" - an emerging section of the American public who are enlightened, creative, and eager to challenge the status quo.

RenGen draws a new picture of the American consumer as a thinking, expressive person and examines the factors that are giving rise to this renaissance, including:

  • a new class of workers dedicated to creating innovation
  • a growing desire to express new ideas and concepts aesthetically
  • and, a new respect for learning-fueled by the Internet, a medium that links ideas, information, and visuals and connects people aross communities

Based on original research, RenGen gives leaders a lens through which to consider important business decisions.

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Product Details

  • ISBN-13: 9781598691344
  • Publisher: Adams Media Corporation
  • Publication date: 6/28/2007
  • Pages: 256
  • Product dimensions: 5.80 (w) x 7.60 (h) x 1.10 (d)

Meet the Author

Patricia Martin is president of LitLamp Communications Group and one of the nation's foremost authorities on the rising marketplace created by the convergence of art, entertainment, education, and business. Her clients include Discovery Channel, BankNorth, Unisys, MCI, Sun Microsystems, the Art Institute of Chicago, and the New York Philharmonic. In 1994, she partnered with the Microsoft Corporation to build the blueprint for what is now the Gates Library Foundation. Martin has been featured for innovative work in marketing in the Chicago Tribune, Wall Street Reporter, Harvard Business Review, and BrandWeek magazine. Seth Godin named her a Purple Cow-an expert who helps clients be exceptional. She lives in Chicago.
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Table of Contents


Acknowledgments     vi
Introduction     ix
Preconditions for a Rebirth     1
Seeds of Change-How a Renaissance Begins     13
The Beautiful Mind     23
The Creative Personality     35
The Economics of the RenGen     53
The Mind's Eye-Meet the RenGen Aesthetic     83
Youth Culture     95
RenGen Spirituality     107
The Collaborative Context-How the RenGen Gets Things Done     117
The RenGen Company     123
The Catalytic People of a Renaissance     145
Second Cities of the Renaissance     163
What Will Rule in a RenGen?     189
The RenGen at a Glance     207
A Renaissance Timeline     209
Research Report: Are Marketing Executives Responding to the Rise of the Cultural Consumer?     213
Bibliography     223
Index     237
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted August 28, 2007

    Visionary Book with Great Lessons

    I bought this book because I was curious about the cultural consumer. I learned a lot about that in the book, but the book is really about much more. It is a cultural analysis that goes way deeper. It opened my eyes and explained a lot of what I am seeing in my own business and social circles. People are really wanting to be marketed like their smart, discerning individuals. The chapter on RenGen aethetics was bang on useful. But the chapter on the Absolut Vodka case study read like a thriller, that is if you are in marketing. Which I am. Paul Vey

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