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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.


Latest articles

Redefining snacks: From conventional snacks to snack replacements

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

How Chase marketed to Chinese Americans, helping them master technology

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

Velocity 12 Markets: Reshaping the world view of middle-class growth

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

How Mattel made Barbie relevant again

This event report discusses how Mattel, the toy manufacturer, transformed its iconic Barbie brand to suit changing consumer attitudes and preferences.

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