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

• Culture is not bound by nationality or geography and can be broken down into four pillars: norms, values, language, symbols.
• By leveraging a shared mantra, brands can capitalise on their relevance in an...