From the bottom of the heart: Understanding cultures for better communications

This ESOMAR paper looks into emotional branding, specifically the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs.

From the bottom of the heart: Understanding cultures for better communications

Michael Sack, Jaisy Desai and Akash SahuIpsos, USA, Ipsos Marketing, India and SABMiller, India

Introduction

This paper illustrates the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs. Communication for alcohol functions within the smallest window and consumers, we know, capture the key essence of a brand in a blink of the eye. This method helps us capture those personal meanings that consumers use to connect and identify with the brand irrespective of their...

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