Culture Planning LLC is a Miami- and New York-based resource offering a unique set of speaking and consulting services to Fortune 500 companies and their agencies. Culture Planning takes a cultural approach to consumer insight designed to complement traditional (quantitative and qualitative) marketing research. This approach provides an alternative body of knowledge that adds up to holistic, 360 degree market intelligence, focusing on the seminal people, places, things, and experiences which represent the DNA of American culture. Services include The Trend Commandments™, Passion Points™, Culture Brief, The Next Big Thing™, and Wealthology™, all of these focusing on consumers’ behavioral “paper trail” in order to identify innovative, culturally in-synch marketing opportunities.
Culture Planning cuts a broad swath across American society, exploring consumers’ passion for the arts, beauty, communications, education, entertainment, fashion, finance, food/beverage, health, home, media, retail, shopping, technology, transportation, and travel. Via full immersion in what consumers do (vs. say, think, or say they think), Culture Planning’s behavioral vs. attitudinal approach reveals their “passion points”- the key to creating compelling products, services, and communications. The net net is greater cultural context for your business planning and/or account planning process, and the ideal backdrop for strategic planning, new business efforts, new product development, brand positioning, advertising, promotion, and public relations.
Culture Planning’s past clients include a Who’s Who of Fortune 500 companies and blue chip ad agencies across a wide variety of industries and categories. In 2006, Larry completed a research study on American wealth culture for JP Morgan whose findings, along with Culture Planning’s unique methodology rooted in cultural anthropology, were widely reported in the media, including Barron’s, The Wall Street Journal, Worth, The London Independent, Slate.com, World Talk Radio, and CNBC’s “High Net Worth.”
Called “the Margaret Mead of plutocrats” by Slate.com, Larry Samuel has been a leading culture consultant to Fortune 500 companies and major advertising agencies since 1990. Larry holds a Ph.D. in American Studies and an MA in English from the University of Minnesota, an MBA in Marketing from the University of Georgia, and was a Smithsonian Institution Fellow. His books include Pledging Allegiance: American Identity and the Bond Drive of World War II (Smithsonian Institution Press, 1997), The Future Ain’t What It Used to Be: The 40 Cultural Trends Transforming Your Job, Your Life, Your World (Riverhead Books, 1998), 563 Stupid Things People Do To Mess Up Their Lives (St. Martin’s Griffin, 2000), Brought to You By: Postwar Television Advertising and the American Dream (University of Texas Press, 2002), The End of the Innocence: The 1964-1965 New York World’s Fair (Syracuse University Press, 2007), Future: A Recent History (University of Texas Press, 2009), Rich: The Rise and Fall of American Wealth Culture (AMACOM, 2009), and Freud on Madison Avenue: Motivation Research and Subliminal Advertising in America (University of Pennsylvania, 2010).
Culture Planning’s resources include a network of “cultural stringers”- freelance ethnographers who are immersed in and/or have access to local culture, providing in-depth, regional consumer insight.