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Key reading

multicultural nation

How brand marketers are connecting with the new 'general market'

This article presents the challenges of marketing to a multicultural nation. It suggests that the US is trending towards a truly diverse society and there is great value for brands in appealing to a diverse range of people.

Brand Cross Cultural Index: Reframing brand value in the new marketplace

Ranking brands based on their ability to build meaningful connections across ethnic segments.

The multicultural edge: Rising super consumers

Nielsen research on the African-American, Asian-American and Hispanic communities.

Marketing to the new majority

This article looks at how brands must make ethnic segments an integral part of overall business strategies.

General Mills seeks to engage the new American family

The importance of reflecting modern values when using 'family' as the target audience.
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Latest case studies

Coca-Cola: Remove labels

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

BBC 1Xtra: Black is not the cause, it's the result

This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.

Supermalt: The Curious Case of Benjamin Button

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.

U.S. Center for Disease Control (CDC): Tips from former smokers campaign - Saving lives one quit attempt at a time

This case study shows how the Center for Disease Control (CDC), the US national public healthcare institute, encouraged people to stop smoking with an integrated campaign.

Latest articles

Barbie's road to multicultural reinvention - and renewed relevance

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

A Clash of Cultures

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Behind Ireland's winning marriage equality campaign

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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