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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.

Latest articles

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Irish cities uncovered: Revealing the culture of four cities in a meaningful way

This paper demonstrates how Heineken, the beer brand, uses research to define the culture for specific cities, focusing on the main cities of Ireland - Dublin, Cork, Galway and Belfast.

The ideal man: The challenge of national cultures for global brands

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Humanisation of a goddess: The Indian mother

This article discusses changing perceptions and portrayals of Indian mothers, first in Indian folklore and then in brand advertising.

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