Cracking the Cultural Code: How to 'culture-proof' your brands in emerging markets
Michelle Singer and Christina HlorosThe Futures Company
Summary
This project involved an investigation into different dynamics of 'cultural orientation' in emerging markets. We segmented consumers on the basis of their cultural openness and/or cultural attachment, and explored the implications for their brand choices – specifically, between local or global brands across a range of criteria.
Our experience is that, while clients are increasingly interested in leveraging cultural insight, they sometimes struggle to make this an actionable component of their marketing strategy. Our approach combined a bold point...