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Building a Creed by Promoting a Lifestyle: The Case of Whole Foods

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

In a country like the United States, where the system of food offerings is characterized by such an extraordinary abundance as to make obesity the national illness, Whole Foods teaches us that to attract the attention of the middle/high classes, it is necessary to go beyond the sale of the product in itself, and attribute important and deep meanings to it by promoting a lifestyle and the affirmation of a creed.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Building a Creed by Promoting a Lifestyle: The Case of Whole Foods," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 181-190, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_20
    DOI: 10.1007/978-0-230-23351-5_20
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