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...