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

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


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 cultural, social or personal constructs. These meanings from the subconscious could help the marketer to maximise the opportunity for expressions of the brand. Indian consumers inherently are the litmus test for evaluating the emotional content in communication.

The cultural context