Cultural pillars for crafting a roadmap to cross-market relevance and effectiveness | WARC | The Feed

As consumers become more diverse and fragmented, brands need to crack the cultural code within a target audience to identify them and create an emotional connection. 

Why it matters

Culture has many layers and unspoken rules but the cultural pillars provide insight and can be applied to brand values and marketing strategy for competitive advantage, so embed them early in the conceptualisation and ideation process.

Takeaways