The four pillars of culture: A roadmap to cross-market relevance and effectiveness

Mélanie Chevalier

As consumers become more diverse and fragmented, Creative Culture’s Mélanie Chevalier says brands need to crack the cultural code within a target audience to identify them and create an emotional connection.

Culture is everywhere and ever evolving. No longer bound by nationality or geographical location, it’s about ideas, customs and behaviours, and fundamentally connects everyone.

In the last few years, audiences have become more diverse and fragmented, whilst remaining inter-connected. Successful brands are those that have cultural eyes and ears, in the moment and on the ground, to help them navigate complex and diverse markets. Looking at segmentation through a cultural lens, a J-pop fan in Hokkaido can have more in common with a J-pop fan in LA than a neighbour from a similar demographic group.

Cracking the cultural code that’s...

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