THE CULTURE CODE AN INGENIOUS WAY TO UNDERSTAND WHY PEOPLE AROUND THE WORLD LIVE AND BUY AS THEY DO

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The Culture Code

Author : Clotaire Rapaille
ISBN : 0767924924
Genre : Business & Economics
File Size : 35.70 MB
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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.
Category: Business & Economics

The Global Code

Author : Clotaire Rapaille
ISBN : 9781137279712
Genre : Business & Economics
File Size : 20.56 MB
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The bestselling author of The Culture Code explains why marketing and social psychology must evolve to acknowledge new, universally held human values
Category: Business & Economics

Hey Whipple Squeeze This

Author : Luke Sullivan
ISBN : 9781119164036
Genre : Business & Economics
File Size : 50.67 MB
Format : PDF, ePub
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The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.
Category: Business & Economics

Cultural Strategy

Author : Douglas Holt
ISBN : 9780199587407
Genre : Business & Economics
File Size : 75.48 MB
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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.
Category: Business & Economics

Hegarty On Advertising New Edition

Author : John Hegarty
ISBN : 9780500773987
Genre : Business & Economics
File Size : 76.63 MB
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Anyone interested in learning about advertising throughout the world will enjoy reading this book. —Choice What makes a great idea? How do you make the best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever. The book is both an advertising credo and a brilliantly entertaining memoir, divided into two parts. The first offers John Hegarty’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty (BBH) in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and Sao Paulo. This essential addition to any advertising executive’s shelf is now fully revised and ready to inspire a new generation of marketers.
Category: Business & Economics

Move Up

Author : Clotaire Rapaille
ISBN : 9780241187005
Genre : Psychology
File Size : 24.76 MB
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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.
Category: Psychology

7 Secrets Of Marketing In A Multi Cultural World

Author : Gilbert C. Rapaille
ISBN : 1890009741
Genre : Business & Economics
File Size : 60.30 MB
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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.
Category: Business & Economics

Creating Passion Driven Teams

Author : Dan Bobinski
ISBN : 9781601638762
Genre : Business & Economics
File Size : 57.26 MB
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Can passion be taught? Can it be fostered? The answer is yes. But perhaps more accurately, a team leader must create the right conditions for passion to emerge. Those conditions must be nurtured, not unlike a gardener creating the right conditions for his plants to flourish. Make your job easier. Get the inside scoop on the secrets of success that motivate teams to top performance. In the matrix of workplace roles and responsibilities, managers are pivotal to corporate success. Yet a manager is often the unsung hero who must adapt to demands from all sides—and do so with little or no training, and without mentorship for the role. Learn from Dan Bobinski, who draws from 20 years of consulting experience, extensive studies of best practices, and the latest in neuroscience research. You’ll learn the principles and methods top managers use to develop passionate, engaged employees who are dedicated to success. You’ll be able to: — Motivate without manipulating — Turn mistakes into a fervent drive for quality — Equip teams to enthusiastically adapt to change — Create environments in which people strive for excellence—and more — Today’s workforce requires managers to be more than just a person in charge. Creating Passion-Driven Teams show you how to tap your team’s natural motivations and achieve consistent, sustained top performance.Dan Bobinski is the president and CEO of Leadership Development, Inc., and director at the Center for Workplace Excellence. For more than 20 years Dan has coached and trained managers and leaders in the Fortune 500 as well as small and mid-sized businesses. His Workplace-Excellence blog has been listed among the top 100 daily must-reads for entrepreneurs, and his newspaper column on workplace issues is syndicated internationally. Dan is a passionate speaker and trainer on management topics, and he holds a master’s degree in human resource training and development as well as a BS in workforce education and development. Dan lives in Boise, Idaho
Category: Business & Economics

Pitch Tweet Or Engage On The Street

Author : Kara Alaimo
ISBN : 9781317425410
Genre : Business & Economics
File Size : 75.66 MB
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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.
Category: Business & Economics

The Power Of The 2 X 2 Matrix

Author : Alex Lowy
ISBN : 1118046633
Genre : Business & Economics
File Size : 30.22 MB
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By studying the work of hundreds of the most original and effective business minds, the authors present a common architecture that illuminates exceptional analysis and creative performance. 2 x 2 Thinking is characterized by a fundamental appreciation for the dynamic and complex nature of business. The best strategists go out of their way to tackle dilemmas rather than merely solve problems. They use opposition, creative tension, iteration and transcendence to get to the heart of issues and involve critical others in finding the best solutions. The authors demonstrate how to apply the 2 x 2 approach to a wide range of important business challenges.
Category: Business & Economics