What role does Culture play in the granders scheme of marketing and more particularly in advertising and marketing communication? What are the dimensions, applications, implications of Culture as a tool for bending human, consumer and societal behaviour? This presentation by MauRs pulls the blinds on Culture and allows us to appreciate one of the most important force for advancing behaviour.

1. ONCULTURED

2. Video 1 here
How Budweiser PlansTo Get MillennialsTo Love

5. • Accept consumer’s reality
quickly
• Adjust to pressure evolve
with creativity
• Understand values driving
consumer behaviour &
reciprocate with strategies
that tap into
CulturalTension
Monica Rustgi
VP of Marketing Budweiser

6. WHAT IS CULTURE?

7. What is Culture?
“... the collective programming of
the mind that distinguishes the
members of one group or category
of people from the other”
Geert Hofstede

8. Hofstede’s Software ofThe Mind

10. Hofstede’s Concept Of Culture

11. CROSS CULTURE

12. Video 2 here
HSBC Snake

13. • In parts of Arabia, it’s considered
offensive to sit casually with a foot
resting on your opposite knee.This
is received as showing your foot.
• In the U.S, kissing a business
associate is not considered
appropriate.Yet, In Paris, kissing
your work colleague on the cheek is
fine.
• In Nigeria shaking your head sides
ways is an expression of
disargreement. In India…it means
“jolly Good”!

14. In the 1960’s, Pepsi took its
“Come AliveWith the Pepsi
Generation” slogan to
China, it was not well
received.
The reason? In Chinese, this
translates to “Pepsi brings
your relatives back from the
dead.”

15. Pepsodent tried to sell its
toothpaste in Southeast
Asia by emphasizing that it
“whitens your teeth.”
They found out that the
local natives chew betel nuts
to blacken their teeth, which
they find attractive.
Needless to say, it did not
sell very well.

17. CONSUMER INSIGHT
CULTURAL INSIGHT

18. CulturalTension
ConsumerTension
ProductTension
Value/Cultural Belief 10%
Orientation
Emotional Lifestyle 30%
Existential Transactional 60%
Switch PotencyConsciousness
Consciousness Mobility Model

19. Video 3 here
Most PeopleThink I amWhite

21. CulturalTension is a consumer
Insight that resonates on a broad
level. "Great insights drive great creative
and that drives great results."
Alex Ho
Executive Director/Marketing American Greetings

22. CULTURAL
ADVERTISING.
RACE
GENDER
INEQUALITY
RELIGION
CULTURALTENSIONS

23. RACE

24. Video 5 here
People are accusing this Dove Ad
RaceTension:

25. Same Idea Message
Different Cultural Audience

26. INEQUALITY

27. InequalityTension:
Video 6 here
Bianco Footwear

28. Video 7 here
AXE Billions
InequalityTension:

29. InequalityTension:
Samantha Escobar of Gloss

30. Video 8 here
NIKE-Voices
InequalityTension:

31. Video 9 here
Bodyform RespondsTheTruth
InequalityTension:

32. FAITH

33. FaithTension:
Video 9 here
LambThe Meat More People Can Eat

36. FaithTension:
Video 10 here
Toyota: OneTeam

37. To Miss Or NotTo Miss
• Importance of local knowledge
• Adequate representation within teams
• Research is everything
• Incorporate cultural intelligence as part of organizational culture
• Experts count
• Trend watch

38. Advertising…
Just Ads or Cultural
Artefacts?
Advertising is a conduit through
which meaning passes from
the culturally constituted world to
consumer goods.
(McCracken, 1986).

39. Are you
Uncultured OR Oncultured?

40. ThankYou