Cultured Marketing
Cross-cultural differences I’ve written previously about the importance of understanding cultural context to interpret human behaviour and there has been extensive research on cross-cultural...
View ArticleGlobal or Local: Do global tools always provide local insights?
As the StoryWorks Visual Think cards have been developed and used over the past two years, one of the most common questions from clients and collaborators is about the cross-cultural suitability of a...
View ArticleThe Soundtrack of our Lives: How pop songs reflect and shape culture
Music and song have an amazing power over us and is one of the most powerful tools in brand building (read more here, here and here). Music and song are also barometers of cultural change, and this is...
View ArticleUsing pictures to measure emotions and cultural values
Global brands are facing more and more competition from local brands, even as they spend more on their marketing efforts and create greater efficiencies in their supply chains. While local brands have...
View ArticleThe culture of Christmas
“At Christmas play and make good cheer, For Christmas comes but once a year” (Thomas Tusser) Although winter celebrations had been a part of people’s lives for millennia (at least in the Northern...
View ArticleLove is in the Air: A History of Valentine’s Day
“Roses are red, violets are blue” People around the world now celebrate Valentine’s Day, but what are the origins of the 14th February festival of love? Although Valentine’s Day is not a public holiday...
View ArticleVisualising Emotions: Measuring motivations simply, quickly and intuitively
Measuring human motivations and emotions is difficult. Three reasons for this are that Verbal questions tend to rationalize responses Emotional language terms can be very difficult to translate...
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Mapping Cultures
In The Culture Map, Erin Meyers provides a clear and easy-to-read introduction to cross-cultural differences, focusing on the needs of global business and the leading and management of people across...
View ArticleWhy Culture Sense for Brands?
“People have become so fixated on numbers that they can’t see anything outside of it” (Tricia Wang) TapestryWorks believe that understanding human behaviour is ultimately about understanding meaning....
View ArticleHow to Grow a Brand in Indonesia: Understanding consumer motivations and habits
On 24thJuly 2018, Perkosmi (Indonesian Cosmetic Association) held a seminar on “Building Your Local Brands: Winning Locally to Grow Globally” and I was delighted to speak on “How to Grow a Brand in...
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