Consumers don't exist, people do! How to speak to people within their cultural context

This article explains Unilever's Good 2 Great Communications initiative, which encourages marketers to go beyond the limits of category and country, and create resonant advertising that speaks to people within their cultural context.

Consumers don't exist, people do! How to speak to people within their cultural context

BV Pradeep and Namita Mediratta

Background:

Let us start with a task:

Think of the last piece of communication you really enjoyed and felt really engaged with, where you really felt it was talking to you!

What really made you feel so connected and empathetic towards it?

Was it because of the logic and rationale? Or was it more likely because you got engaged emotionally?

Was it a piece of communication that made you feel the brand understood you as a "real" person?

Chances are, that...

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