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: 7756

Continue Reading →

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 Live and Buy as They Do
Author: Clotaire Rapaille
Publisher: Crown Pub
ISBN: 0767920570
Category: Business & Economics
Page: 213
View: 5855

Continue Reading →

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 Buy and Live as They Do
Author: Clotaire Rapaille
Publisher: Broadway
ISBN: 0767920562
Category: Business & Economics
Page: 208
View: 3242

Continue Reading →

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.

The Global Code

How a New Culture of Universal Values Is Transforming Business and Marketing
Author: Clotaire Rapaille
Publisher: Macmillan
ISBN: 1137279710
Category: Business & Economics
Page: 304
View: 2186

Continue Reading →

The bestselling author of The Culture Code explains why marketing and social psychology must evolve to acknowledge new, universally held human values

The Culture Code

The Secrets of Highly Successful Groups
Author: Daniel Coyle
Publisher: Bantam
ISBN: 0804176981
Category: Business & Economics
Page: 304
View: 8761

Continue Reading →

"A toolkit for building a cohesive, innovative and successful group culture, from the New York Times bestselling author of The Talent Code. Daniel Coyle spent three years researching the question of what makes a successful group tick, visiting some of the world's most productive groups--including Pixar, Navy SEALs, Zappos, IDEO, and the San Antonio Spurs. Coyle discovered that high-performing groups relentlessly generate three key messages that enable them to excel: 1) Safety - we are connected. 2) Shared Risk - we are vulnerable together. 3) Purpose - we are part of the same story. Filled with first-hand reporting, fascinating science, compelling real-world stories, and leadership tools that can apply to businesses, schools, sports, families, and any kind of group, The Culture Code will revolutionize how you think about creating and sustaining successful groups"--

7 Secrets of Marketing in a Multi-cultural World


Author: Gilbert C. Rapaille
Publisher: Executive Excellence Pub
ISBN: 9781890009748
Category: Business & Economics
Page: 303
View: 1359

Continue Reading →

In their diaries, a young girl, her dog, various insects, a chair, and a knife and fork relate the day's events from their differing perspectives.

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: 2550

Continue Reading →

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.

Understanding Global Cultures

Metaphorical Journeys Through 28 Nations, Clusters of Nations, and Continents
Author: Martin J. Gannon
Publisher: SAGE
ISBN: 9780761929802
Category: Business & Economics
Page: 459
View: 2582

Continue Reading →

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. This method involves identifying some phenomenon, activity or institution of a culture that all or most of its members consider important and with which they identify closely. Metaphors are not stereotypes; rather, they rely upon the features of one critical phenomenon of a culture to describe the entire culture. The characteristics of the metaphor then become the basis for describing and understanding the essential features of the culture. For example, the Italians invented the opera and love it passionately. Five key characteristics of the opera are the overture, spectacle and pageantry, voice, externalization, and the interaction between the lead singers and the chorus. These features are used to describe Italy and its cultural mindset. Thus the metaphor is a guide or map that helps such outsiders as students, travelers, and managers on short-term and long-term assignments understand quickly what members of a culture consider important.

Move Up

Why Some Cultures Advance While Others Don't
Author: Clotaire Rapaille,Andrés Roemer
Publisher: Penguin UK
ISBN: 0241187001
Category: Psychology
Page: 320
View: 8008

Continue Reading →

With an abundance of data and evidence, Move UP explores the societal and biological factors that determine whether cultures are able to ascend socially, economically and intellectually. This provocative, ambitious and entertaining book devises a formula that will allow countries and individuals to assess their own potential for upward mobility. Drawing on science and statistics as much as on human instinct and emotion, Move UP reconsiders the modern world with a motion to improving it.

Pitch, Tweet, or Engage on the Street

How to Practice Global Public Relations and Strategic Communication
Author: Kara Alaimo
Publisher: Routledge
ISBN: 1317425413
Category: Business & Economics
Page: 496
View: 4580

Continue Reading →

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.

Decoding Culture

Theory and Method in Cultural Studies
Author: Andrew Tudor
Publisher: SAGE
ISBN: 9780761952473
Category: Social Science
Page: 208
View: 2110

Continue Reading →

`This book represents a significant intervention and, as such, should be used on numerous cultural studies courses. In its intellectual honesty and clarity Tudor's book will stand as an authoritative basis for further developments in the coming years' - David Chaney Decoding Culture offers a concise and accessible account of the development of cultural studies from the late 1950s to the 1990s. Focusing on the significant theoretical and methodological assumptions that have informed the cultural studies project - the text: covers the key thinkers and key perspectives including, structuralism and post-structuralism, Screen theory, the Birmingham School, and audience analysis; offers a timely corrective t

Do Good

Embracing Brand Citizenship to Fuel Both Purpose and Profit
Author: Anne Bahr Thompson
Publisher: AMACOM
ISBN: 0814438407
Category: Business & Economics
Page: 288
View: 332

Continue Reading →

Good works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: * TRUST: Deliver on promises * ENRICHMENT: Make daily life easier or more inspiring * RESPONSIBILITY: Treat people and the environment with respect * COMMUNITY: Mirror values shared by customers, employees, and partners * CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.

The Emotional Life of Your Brain

How Its Unique Patterns Affect the Way You Think, Feel, and Live--and how You Can Change Them
Author: Richard J. Davidson,Sharon Begley
Publisher: Penguin
ISBN: 0452298881
Category: Psychology
Page: 279
View: 5380

Continue Reading →

A pioneer in brain research outlines a blueprint for human emotions while sharing practical strategies for correcting unhealthy emotional styles, providing recommendations for areas ranging from everyday well-being to the treatments of such conditions as autism and depression. Reprint. 100,000 first printing.

Clash!

How to Thrive in a Multicultural World
Author: Hazel Rose Markus,Alana Conner
Publisher: Penguin
ISBN: 0142180939
Category: Psychology
Page: 292
View: 9895

Continue Reading →

Demonstrates how an individual's cultural background creates and reflects independent and interdependent qualities, explaining how disparities between each shape everything from business and government management to education and parenting.

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: 3440

Continue Reading →

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.

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: 2026

Continue Reading →

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.

The Space Barons

Elon Musk, Jeff Bezos, and the Quest to Colonize the Cosmos
Author: Christian Davenport
Publisher: PublicAffairs
ISBN: 1610398300
Category: Business & Economics
Page: 320
View: 2495

Continue Reading →

The historic quest to rekindle the human exploration and colonization of space led by two rivals and their vast fortunes, egos, and visions of space as the next entrepreneurial frontier The Space Barons is the story of a group of billionaire entrepreneurs who are pouring their fortunes into the epic resurrection of the American space program. Nearly a half-century after Neil Armstrong walked on the moon, these Space Barons-most notably Elon Musk and Jeff Bezos, along with Richard Branson and Paul Allen-are using Silicon Valley-style innovation to dramatically lower the cost of space travel, and send humans even further than NASA has gone. These entrepreneurs have founded some of the biggest brands in the world-Amazon, Microsoft, Virgin, Tesla, PayPal-and upended industry after industry. Now they are pursuing the biggest disruption of all: space. Based on years of reporting and exclusive interviews with all four billionaires, this authoritative account is a dramatic tale of risk and high adventure, the birth of a new Space Age, fueled by some of the world's richest men as they struggle to end governments' monopoly on the cosmos. The Space Barons is also a story of rivalry-hard-charging startups warring with established contractors, and the personal clashes of the leaders of this new space movement, particularly Musk and Bezos, as they aim for the moon and Mars and beyond.

Buying in

What We Buy and who We are
Author: Rob Walker
Publisher: Random House Trade Paperbacks
ISBN: 0812974093
Category: Business & Economics
Page: 291
View: 2894

Continue Reading →

Originally published in hardcover in 2008 with title: Buying in: the secret dialogue between what we buy and who we are.

Free Prize Inside

How to Make a Purple Cow
Author: Seth Godin
Publisher: Penguin
ISBN: 1101218452
Category: Business & Economics
Page: 256
View: 8977

Continue Reading →

How to find the soft innovation that will make your product, service, school, church, or career worth talking about. We live in an era of too much noise, too much clutter, too many choices, and too much spam. And as Seth Godin's 200,000-copy bestseller Purple Cow taught the business world, the old ways of marketing simply don't work anymore. The best way to sell anything these days is through word of mouth and the only real way to get word of mouth is to create something remarkable. Free Prize Inside, the sequel to Purple Cow, explains how to do just that. It's jammed with practical ideas you can use right now to make your product or service remarkable, so that it will virtually sell itself. Remember when cereal came with a free prize inside? Even if you already liked the cereal, it was the little plastic toy that made it irresistible. Godin explains how you can think of a bonus that will make your customers feel just as excited, no matter what business you?re in. Consider these free prizes: • The Tupperware party, which turned buying plastic bowls into a social event • Flintstones vitamins, which turned a serious product into something fun • The free change-counting machine at every Commerce Bank branch • The little blue box from Tiffany, which makes people happy before they even open it This book offers a way to create free prizes quickly, cheaply, and reliably and persuade others in your organization to help you bring them to life. From the Trade Paperback edition.

Brandwashed

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: 8330

Continue Reading →

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.