Cracking the Cultural Code: How to 'culture-proof' your brands in emerging markets

This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices.

Cracking the Cultural Code: How to 'culture-proof' your brands in emerging markets

Michelle Singer and Christina HlorosThe Futures Company

Summary

This project involved an investigation into different dynamics of 'cultural orientation' in emerging markets. We segmented consumers on the basis of their cultural openness and/or cultural attachment, and explored the implications for their brand choices – specifically, between local or global brands across a range of criteria.

Our experience is that, while clients are increasingly interested in leveraging cultural insight, they sometimes struggle to make this an actionable component of their marketing strategy. Our approach combined a bold point...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands