The Culture Code

An Ingenious Way to Understand why People Around the World Live and Buy as They Do
Author: Clotaire Rapaille
Publisher: Crown Pub
ISBN: 0767920570
Category: Business & Economics
Page: 213
View: 4635

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An internationally revered cultural anthropologist and marketing expert reveals techniques, perfected over three decades of working with Fortune 100 companies, that can help companies decode the most powerful symbols within a culture, and understand why each culture behaves the way they do. Reprint. 25,000 first printing.

The Culture Code

An Ingenious Way to Understand Why People Around the World Live and Buy as They Do
Author: Clotaire Rapaille
Publisher: Crown Business
ISBN: 9780767924924
Category: Business & Economics
Page: 272
View: 1596

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Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do. Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us. In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes. Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.

The Culture Code

An Ingenious Way to Understand why People Around the World Buy and Live as They Do
Author: Clotaire Rapaille
Publisher: Broadway
ISBN: 0767920562
Category: Business & Economics
Page: 208
View: 7549

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An anthropologist and marketing expert reveals techniques that can help companies decode the most powerful symbols within a culture, understand why each culture behaves the way it does, and use this information to devise their own business strategy.

Understanding Global Cultures

Metaphorical Journeys Through 28 Nations, Clusters of Nations, and Continents
Author: Martin J. Gannon,Martin J.. Gannon
Publisher: SAGE
ISBN: 9780761929802
Category: Business & Economics
Page: 459
View: 8471

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Understanding Global Cultures, Third Edition presents the cultural metaphor as a method for understanding the cultural mindsets of a nation, a cluster of nations, and even of a continent. New cultural metaphors include: The Canadian Backpack and Flag; The Danish Christmas Lunch; French Wi≠ China's Great Wall and Cross-cultural Paradox; The Singapore Hawker Centers; Australian Outdoor Recreational Activities; and The Sub Saharan Bush Taxi. There is now a Web site that the instructor can use to obtain over 100 concepts, applications, and exercises that serve to enrich the learning experience associated with the third edition. It is tailored specifically to the Third Edition. Go to:

Cultural Strategy

Using Innovative Ideologies to Build Breakthrough Brands
Author: Douglas Holt,Douglas Cameron
Publisher: Oxford University Press
ISBN: 019958740X
Category: Business & Economics
Page: 387
View: 9894

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Market innovation has long been dominated by the worldview of engineers and economists--build a better mousetrap and the world will take notice. The most influential strategy books--such as Competing for the Future, The Innovator's Dilemma, and Blue Ocean Strategy--argue that innovation should focus on breakthrough functionality. Holt and Cameron challenge this conventional wisdom. They develop a cultural approach to innovation: champion a better ideology and the world will take notice. The authors use detailed historical analyses of the take-offs of Nike, vitaminwater, Marlboro, Starbucks, Jack Daniel's, Levi's, ESPN, and Ben & Jerry's to build a powerful new theory. They show how brands in mature categories come to rely upon similar conventional brand expressions, leading to what the authors call a cultural orthodoxy. Historical changes in society threaten this orthodoxy by creating demand for new culture. Cultural innovations draw upon source material--novel cultural content lurking in subcultures, social movements, and the media--to develop brands that respond to this emerging demand, leapfrogging entrenched incumbents. The authors demonstrate how they have adapted this theory into a step-by-step cultural strategy model, which they successfully applied to start-ups (Fat Tire beer), consumer technologies (Clearblue pregnancy tests), under-funded challengers (Fuse music television), and social enterprises (Freelancer's Union). Holt and Cameron conclude by explaining why top marketing companies fail at cultural innovation. Using careful organizational research, the authors demonstrate that companies are trapped in the brand bureaucracy, which systematically derails innovation. Cultural innovation requires a new organizational logic. In all of their cases, the authors find that the cultural innovators have rejected the brand bureaucracy. Written by one of the leading authorities on brands and marketing in the world today, Cultural Strategy transforms what has always been treated as the "intuitive" side of branding into a systematic strategic discipline.

Pitch, Tweet, or Engage on the Street

How to Practice Global Public Relations and Strategic Communication
Author: Kara Alaimo
Publisher: Taylor & Francis
ISBN: 1317425421
Category: Business & Economics
Page: 488
View: 1048

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Pitch, Tweet, or Engage on the Street offers a modern guide for how to practice public relations and strategic communication around the globe. Drawing upon interviews with public relations professionals in over 30 countries as well as the author’s own experience as a global public relations practitioner in the United Nations and in U.S. President Barack Obama’s administration, this book explains how to adapt public relations strategies, messages, and tactics for countries and cultures around the globe. The book begins by explaining key cultural differences which require practitioners to adapt their approaches, before discussing how to build and manage a global public relations team and how to practice global public relations on behalf of corporations, non-profit organizations, and governments. Then, the book takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. Along the way, readers are introduced to practitioners around the globe and case studies of particularly successful campaigns – from a public relations "siege" that successfully ended an epidemic of violence in Kenya to the remarkable P.R. strategy adopted by Bordeaux wineries in China that led to a staggering 26,900 percent increase in sales.

Media and Communication Research Methods

Author: Arthur Asa Berger
Publisher: SAGE
ISBN: 1452256578
Category: Language Arts & Disciplines
Page: 365
View: 3309

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Employing his signature style—a practical focus, the use of numerous illuminating examples, an easy to follow step-by-step approach, and engaging humor that makes the material approachable—Arthur Asa Berger updates and enhances his best-selling introductory text, Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, Third Edition. The new edition combines insightful discussions of qualitative and quantitative media and communication research methods as it covers each topic thoroughly in a fun-to-read style. Ideal for beginning research students at both the graduate and undergraduate level, this proven book is clear, concise, and accompanied by just the right number of detailed examples, useful applications, and valuable exercises that are sure to get your students to want to understand, and master, media and communication research.

The Culture Code

The Secrets of Highly Successful Groups
Author: Daniel Coyle
Publisher: Random House
ISBN: 1448185947
Category: Business & Economics
Page: 304
View: 5289

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*New York Times Bestseller* *JPMorgan Recommended Read 2018* ‘A marvel of insight and practicality’ Charles Duhigg, author of The Power of Habit What do Pixar, Google and the San Antonio Spurs basketball team have in common? The answer is that they all owe their extraordinary success to their team-building skills. In The Culture Code, Daniel Coyle, New York Times bestselling author of The Talent Code, goes inside some of the most effective organisations in the world and reveals their secrets. He not only explains what makes such groups tick, but also identifies the key factors that can generate team cohesion in any walk of life. He examines the verbal and physical cues that bring people together. He determines specific strategies that encourage collaboration and build trust. And he offers cautionary tales of toxic cultures and advises how to reform them, above all demonstrating the extraordinary achievements that result when we know how to cooperate effectively. Combining cutting-edge science, on-the-ground insight and practical ideas for action, The Culture Code is a ground-breaking exploration of how the best groups operate that will change the way we think and work together. ‘Truly brilliant . . . Read it immediately’ Adam Grant, author of Originals ‘Well told stories, with actionable lessons’ Financial Times

Applied Discourse Analysis

Popular Culture, Media, and Everyday Life
Author: Arthur Asa Berger
Publisher: Springer
ISBN: 3319471813
Category: Social Science
Page: 201
View: 8962

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This book, written in an accessible style and illustrated with drawings by the author and with many other images, discusses the basic principles of discourse theory and applies them to various aspects of popular culture, media and everyday life. Among the topics it analyzes are speed dating, advertising, jokes, language use, myths, fairy tales and material culture.

Healing Myths, Healing Magic

Breaking the Spell of Old Illusions; Reclaiming Our Power to Heal
Author: Donald M. Epstein
Publisher: Amber-Allen Publishing
ISBN: 1934408204
Category: Health & Fitness
Page: 216
View: 1753

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Healing Myths, Healing Magic examines the deeply ingrained stories, or myths, we commonly hold about how our bodies heal ¿ myths that can actually inhibit healing. In this breakthrough book, Epstein divides the healing myths into four categories: social, biomedical, religious, and new age. He exposes each myth individually, then suggests an alternative, or Healing Magic, to help us reclaim our body¿s natural ability to heal.

Why We Do the Things We Do

Psychology in a Nutshell
Author: Joel Levy
Publisher: Michael O'Mara Books
ISBN: 1782434100
Category: Psychology
Page: 192
View: 6659

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Can you really tell a criminal by the bumps on his head? What does a memory look like? Can a machine think? Why are some people shy? Is it better not to feel so much? All these questions are central to the study of psychology and have troubled the minds of some of the greatest thinkers in human civilization. The workings of the mind have fascinated mankind for centuries but often the theories are so complex that for many it is almost impossible to have a clear idea of the concepts. In Why We Do the Things We Do, Joel Levy unlocks the important studies and theories in a series of simple questions and answers that shine new and uncomplicated light on the important aspects of psychology, and demystifies the key questions by tracking their origins in the writings of some of the most prominent thinkers in the various fields, showing how these ideas and concepts have developed over time. With each section broken down into the key concepts, issues and arguments, considering how these ideas influence the way we all go about our daily lives, Why We Do the Things We Do will demystify and illuminate this fascinating subject.


O lado oculto do marketing - controlamos o que compramos ou são as empresas que escolhem por nós?
Author: Martin Lindstrom
Publisher: Casa Educação - (Casa Educação Soluções Educacionais LTDA)
ISBN: 8565482073
Category: Design
Page: 276
View: 5197

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Martin Lindstrom, um dos mais importantes profissionais de marketing do mundo, desvenda todas as estratégias secretas do marketing e da propaganda. Se você já comprou brinquedos de marcas específicas a pedido dos seus filhos, leu um livro só porque ele estava na lista de best-sellers, dormiu com o seu iPhone debaixo do travesseiro, "curtiu" algo no Facebook ou aceitou o cartão fidelidade de uma loja, então você foi brandwashed. Martin Lindstrom sabe disso porque participa da guerra das marcas há mais de vinte anos. E agora ele aponta os holofotes para o seu próprio campo de trabalho e revela todas as estratégias psicológicas usadas para manipular nossas mentes e nos persuadir a comprar.

Move Up

Why Some Cultures Advance While Others Don't
Author: Clotaire Rapaille,Andrés Roemer
Publisher: Allen Lane
ISBN: 9780241186992
Category: Culture
Page: 352
View: 6316

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As the age old-proverb goes, 'Statistics are like bikinis. What they reveal is suggestive. But what they hide is vital.' Move UP uncovers what has until now been conservatively hidden, exposing the real, surprising biological, social and psychological reasons why some cultures do well and some don't. Forget everything you thought you knew. As Rapaille and Roemer show, it's not about GDP or average income. With their pioneering R2 index, they evaluate 71 countries and offer a new way of understanding upward mobility. They demonstrate that our reptilian brain is most dominant. They make the case for letting our more basic instincts influence high-level decision-making. They discuss entrepreneurship, sex, investment in the arts and the fundamental biological differences between genders. The result shows how we can determine which countries are moving UP, which aren't, and which we should be a part of. This is not an academic text. It's not about the financial development of countries. It's about the reasons behind why Switzerland and Canada are getting it right while Pakistan and Bangladesh are getting it very wrong. It's a book for the curious, and anyone who sees the world differently. By reading this you're already taking steps to moving UP! 'Not since The Naked Ape have I seen a book that so gleefully revels in tweaking the nose of conventional sensitivities.' Richard Dawkins 'This is the question for the ages: why are some nations and people rich and successful, while others are poor and a failure? Many have tried to address small pieces of this great puzzle, but Rapaille and Roemer are the first to attempt a comprehensive answer to this eternal question.' Michio Kaku 'An ambitious and provocative book that tackles head-on the really Big Questions: What does it mean to be human? And what can we all do to become better people, leading better lives in a better world? A book that will stir controversy, tweak sacred cows and foment the best kind of debate.' Carl Honoré 'An entertaining and important counterweight to the ideology and cynicism that surrounds discussions of world problems today.' Steven Pinker

Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers
Author: Gerald Zaltman,Lindsay H. Zaltman
Publisher: Harvard Business Press
ISBN: 1422147975
Category: Business & Economics
Page: 230
View: 9108

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Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.

Blown to Bits

Your Life, Liberty, and Happiness After the Digital Explosion
Author: Harold Abelson,Ken Ledeen,Harry R. Lewis
Publisher: Addison-Wesley Professional
ISBN: 0137135599
Category: Computers
Page: 366
View: 626

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Every day, billions of photographs, news stories, songs, X-rays, TV shows, phone calls, and emails are being scattered around the world as sequences of zeroes and ones: bits. We can't escape this explosion of digital information and few of us want to-the benefits are too seductive. The technology has enabled unprecedented innovation, collaboration, entertainment, and democratic participation. But the same engineering marvels are shattering centuries-old assumptions about privacy, identity, free expression, and personal control as more and more details of our lives are captured as digital data. Can you control who sees all that personal information about you? Can email be truly confidential, when nothing seems to be private? Shouldn't the Internet be censored the way radio and TV are? is it really a federal crime to download music? When you use Google or Yahoo! to search for something, how do they decide which sites to show you? Do you still have free speech in the digital world? Do you have a voice in shaping government or corporate policies about any of this? Blown to Bits offers provocative answers to these questions and tells intriguing real-life stories. This book is a wake-up call To The human consequences of the digital explosion.

Understanding Global Cultures: Metaphorical Journeys Through 31 Nations, Clusters of Nations, Continents, and Diversity

Metaphorical Journeys Through 31 Nations, Clusters of Nations, Continents, and Diversity
Author: Martin J. Gannon,Rajnandini Pillai
Publisher: SAGE
ISBN: 1412995930
Category: Business & Economics
Page: 657
View: 9018

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In Understanding Global Cultures, Fifth Edition, authors Martin J. Gannon and Rajnandini Pillai present the cultural metaphor—any activity, phenomenon, or institution with which the members of a given culture identify emotionally or cognitively—as a method for understanding the cultural mindsets of individual nations, clusters of nations, and even continents. The book shows how metaphors are guidelines to help outsiders quickly understand what members of a culture consider important. The fully updated Fifth Edition includes 31 nation-specific chapters, including a new Part XI on popular music as cultural metaphors, two completely new chapters on Vietnam and Argentina, revisions to all retained chapters, and a more explicit linkage between each cultural metaphor and current economic and business developments in each nation.

The E-Myth Enterprise

How to Turn a Great Idea into a Thriving Business
Author: Michael E. Gerber
Publisher: HarperBusiness
ISBN: 9780061733826
Category: Business & Economics
Page: 224
View: 9364

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The latest book in the Michael E. Gerber franchise, The E-Myth Enterprise explores the requirement that any new business must meet: the satisfaction of its four primary influencers—its employees, customers, suppliers, and investors. The E-Myth Enterprise is an indispensable follow-up to Awakening the Entrepreneur Within, showing would-be entrepreneurs how to put a promising idea to work and helping to transform their dream into reality. Next, readers can turn to The E-Myth Revisited for tried-and-true advice about avoiding the pitfalls that prevent most small business owners from succeeding. The E-Myth Manager provides essential guidance for the management of any business. Finally, E-Myth Mastery offers valuable advice on how to take an existing business to the next level of growth and opportunity.

What Algorithms Want

Imagination in the Age of Computing
Author: Ed Finn
Publisher: MIT Press
ISBN: 0262035928
Category: Computers
Page: 257
View: 5415

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The gap between theoretical ideas and messy reality, as seen in Neal Stephenson, Adam Smith, and Star Trek. We depend on—we believe in—algorithms to help us get a ride, choose which book to buy, execute a mathematical proof. It's as if we think of code as a magic spell, an incantation to reveal what we need to know and even what we want. Humans have always believed that certain invocations—the marriage vow, the shaman's curse—do not merely describe the world but make it. Computation casts a cultural shadow that is shaped by this long tradition of magical thinking. In this book, Ed Finn considers how the algorithm—in practical terms, “a method for solving a problem”—has its roots not only in mathematical logic but also in cybernetics, philosophy, and magical thinking. Finn argues that the algorithm deploys concepts from the idealized space of computation in a messy reality, with unpredictable and sometimes fascinating results. Drawing on sources that range from Neal Stephenson's Snow Crash to Diderot's Encyclopédie, from Adam Smith to the Star Trek computer, Finn explores the gap between theoretical ideas and pragmatic instructions. He examines the development of intelligent assistants like Siri, the rise of algorithmic aesthetics at Netflix, Ian Bogost's satiric Facebook game Cow Clicker, and the revolutionary economics of Bitcoin. He describes Google's goal of anticipating our questions, Uber's cartoon maps and black box accounting, and what Facebook tells us about programmable value, among other things. If we want to understand the gap between abstraction and messy reality, Finn argues, we need to build a model of “algorithmic reading” and scholarship that attends to process, spearheading a new experimental humanities.

Free Prize Inside

The Next Big Marketing Idea
Author: Seth Godin
Publisher: Penguin UK
ISBN: 0141935758
Category: Business & Economics
Page: 256
View: 5024

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Remember when cereal boxes came with a free prize inside? You already liked the cereal, but once you saw that there was a free prize inside - something small yet precious - it became irresistible. In his new book, Seth Godin shows how you can make your customers feel that way again. Free Prize Inside is jammed with practical ideas you can use right now to MAKE SOMETHING HAPPEN, no matter what kind of company you work for. Something irresistible. Something that markets itself. Because everything we do is marketing - even if you're not in the marketing department. Here's a step-by-step way to get your organization to do something remarkable: quickly, cheaply and reliably. You don't need an MBA or a huge budget. All you need is a strategy for finding great ideas and convincing others to help you make them happen.

An American Cakewalk

Ten Syncopators of the Modern World
Author: Zeese Papanikolas
Publisher: Stanford University Press
ISBN: 0804795398
Category: Biography & Autobiography
Page: 256
View: 685

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The profound economic and social changes in the post-Civil War United States created new challenges to a nation founded on Enlightenment and transcendental values, religious certainties, and rural traditions. Newly-freed African Americans, emboldened women, intellectuals and artists,and a polyglot tide of immigrants found themselves in a restless new world of railroads, factories, and skyscrapers where old assumptions were being challenged and new values had yet to be created. In An American Cakewalk: Ten Syncopators of the Modern World, Zeese Papanikolas tells the lively and entertaining story of a diverse group of figures in the arts and sciences who inhabited this new America. Just as ragtime composers subverted musical expectations by combining European march timing with African syncopation, so this book's protagonists—who range from Emily Dickinson to Thorstein Veblen and from Henry and William James to Charles Mingus—interrogated the modern American world through their own "syncopations" of cultural givens. The old antebellum slave dance, the cakewalk, with its parody of the manners and pretensions of the white folks in the Big House, provides a template of how the tricksters, shamans, poets, philosophers, ragtime pianists, and jazz musicians who inhabit this book used the arts of parody, satire, and disguise to subvert American cultural norms and to create new works of astonishing beauty and intellectual vigor.