Global diversity? What happens when Jung meets Hofstede

Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others.

Global diversity? What happens when Jung meets Hofstede

Dipen MehtaUnited Arab Emirates

INTRODUCTION

There has been enough written and said about archetypes in the past few years in various conferences at ESOMAR. Most of us are familiar with the book 'The Hero & The Outlaw' which in lucid terms explains basic archetypes that are, by and large, universal. However, it is interesting to point out the fact that certain archetypes seem to be more prevalent and applicable to certain cultures and whereas they don't resonate at all with others.

The key question then becomes, 'Is there something that can...

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