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Barb Legato [Rybicki] Email and Phone Number
I've spent the past 13 years of a long career in marketing as a culture specialist -- helping companies ensure they're in step with consumers by anticipating change. Consumers can't tell us everything. Cultural Insight uses semiotics and thorough cultural analysis to identify emergent patterns -- that signal shifts in meanings, behaviors, and values. This includes dissecting adjacent categories and trends...not to mention the world at large! The purpose is so brands understand how to connect with consumers in fresh, meaningful ways while staying true to who they are.A deep cultural perspective helps...• Shape future-facing brand positionings• Reframe category landscapes• Inspire fresh messaging• Uncover innovation opportunities• And moreIt stands alone or overlays consumer insights, and it's vividly inspiring visually and in language.I've explored such fascinating topics as...• Evolving meanings of masculinity and femininity among tweens, teens, and millennials• Emergent expressions of 'quality' and 'better for you' in the food and restaurant categories• Cultural history and decoding of sneaker market leaders' complex brand identities• Themes, messages, and offerings across Black/multicultural hair care and beauty brands to spawn believable innovation and communication• How stigmatized products can transform to be celebrated and embraced• Core brand heartlands such as Authenticity, Comfort, Home, Sustainability, Generosity, Energy, New Mainstream, Style, and Luxury -- dimensionalizing these concepts to uncover promising, fresh angles• The future of snacking in the US and internationally• The significance of 'air' for an air care brand• How to reinvent messaging codes in the weight management categoryAmong the brands I've helped: Burger King, Bush Brothers, Lexus, VF Corporation, Target, Kellogg's, Godiva, Toyota, Constellation Brands, Luxottica, Taco Bell, Anheuser-Busch, The Coca-Cola Company, Harman/Kardon, Colgate-Palmolive, Knorr, Kimberly-Clark, Pfizer, Honda, PetSmart, Gucci
Haute Culture
View- Website:
- instagram.com/kedgehauteculture
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PrincipalHaute Culture Dec 2014 - PresentA Cultural Strategy ConsultancyFor background and to learn about the services I provide, please visit my company website at https://www.hauteculture.net.
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Contributing Writer And EditorArt Culinaire Magazine 2014 - PresentArt Culinaire is a quarterly hard-bound collectible magazine with a +30-year legacy of inspiring chefs and food enthusiasts. Articles cover culture through the lens of food. Its gloriously oversized format features beautiful, enticing dishes from the world's most innovative and masterful chefs, shot by world-class photographers.You'll find my articles on...Food justice, one backyard at a time, Issue 138.Science as an accessible secret ingredient, Issue 127.The quest to credit marginalized, overlooked culinary voices in early America and reclaim lost flavors, Issue 125.Connection though controversy: a novel restaurant that serves cuisine from countries with which the U.S. is in conflict, Issue 122.The challenge of bringing healthy, fresh school lunches to remote Barrow, Alaska, Issue 119.A renaissance of Native American foodways, Issue 115.Donut-robot artist Eric Joyner, Issue 111.
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Vice President & Cultural Insight North America LeadAdded Value Dec 2013 - Nov 2014Sf Bay Area, New York, Los AngelesOversaw and grew Added Value’s strategic vision for its Cultural Insight offer, including approach design, analysis, and business development, across NY, LA, and SF offices. • Created approaches to address client questions about cultural change and strategic opportunities -- to guide positioning, messaging, and innovation• Conducted trends work to unlock future opportunities• Decoded category expressions to understand where key competitors play vs. client companies• Created inspiration springboards for marketing and agency teams, including as part of ideation workshops• Presented to heads of innovation, consumer insight, and brand strategy• Managed and mentored internal team -
Vice PresidentAdded Value 2008 - 2013Sf Bay Area, New York, Los AngelesBrought communications insight experience to the launch of AV’s North America’s Cultural Insight offer, growing it into priority company pillar for 2013.• Provided cultural context of historical milestones and shifts to explain current culture, consumer behavior, and values• Identified distinct cultural territories and trends, bringing them to life visually and verbally• Conducted and supervised scoping and sourcing of stimuli (e.g., web, magazines, ads, literature, retail trawls, packaging cues, city and neighborhood immersions, etc.) • Presented to heads of innovation, consumer insights, and brand managers in-person or via WebEx• Help develop AV's Cultural Traction offer -- which measures brands' zeitgeist -- by providing Whys rooted in cultural change and how brands are navigating, leading, or ignoring it
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Wine Country WriterGayot Publications 2006 - 2013 -
Vice PresidentDiagnostic Research International 2003 - 2008Los Angeles And New YorkThought leader in communications group for NY’s and LA’s Quantitative division. Managed growing portfolio of accounts in copytesting and evolution of company's brand and communications strategy.• Responsible for developing largest communications insight clients from 2003 to 2007 including Chevrolet, Luxottica, Darden, Toys R Us, and Campbell Soup Company, to understand the effectiveness of their communication strategies for brands across their portfolios to ensure delivery of positioning• Helped develop “Emotional Brand Connections” (EBC) -- a validated quantitative approach rooted in neuroscience and psychology to measure how consumers expect to feel from a brand experience• Wrote company's monetized psychological profiles derived from archetype theory for “Character Lab”, a trademarked approach to assess a brand’s strength of character and guide development of a consistent identity
Barb Legato [Rybicki] Education Details
Frequently Asked Questions about Barb Legato [Rybicki]
What company does Barb Legato [Rybicki] work for?
Barb Legato [Rybicki] works for Haute Culture
What is Barb Legato [Rybicki]'s role at the current company?
Barb Legato [Rybicki]'s current role is Haute Culture | Cultural Insight & Brand Strategist.
What schools did Barb Legato [Rybicki] attend?
Barb Legato [Rybicki] attended Ucla, Syracuse University.
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