menu

Cultural Mapping For Relevant Global Brand Work

Cultural Mapping For Relevant Global Brand Work
Advertising

A planning tool with roots in social psychology can help brands increase their local relevance across international markets.

Paloma M. Vazquez
  • 9 september 2010

A recent piece at Contagious discussed Culture Mapping as a planning tool utilized by Amsterdam Worldwide in working with Global brands. Culture Mapping is a device that has enabled the agency to understand cultural differences in order to ultimately make international communications more effective for the brands it works with, by convincing audiences – irrespective of language or culture – that the brand’s communications is speaking specifically to them.

With roots in social psychology, Cultural Mapping references academic work and research from the late 60’s,  which informed a value-based model now adopted as a way of mapping how susceptible people from different nations are to various ‘dimensions of culture‘. These are defined as;

  • Power Distance: The level of equality vs. power veered toward; for instance, the British, German and Swedish score low in power distance, valuing greater equality.
  • Individualism: Americans, for example, demonstrate a higher level of individualism than their Chinese, Brazilian and Russian counterparts, whom value the collective good. On the other hand, people in collectivist cultures place a higher value on family, sharing with others, and conformity to the norms of their group.
  • Masculinity/Femininity: Some characteristics that describe high masculinity include a more materialistic, yet cautious mindset, or valuing performance and speed. High femininity emotive family benefits the vehicle provides.
  • Uncertainty Avoidance: Comfort with risk, vs. avoidance of uncertainty. The Japanese are noted for high levels of uncertainty avoidance.

Culture Mapping can be applied across multiple brand communications decisions: from media mix and placement, to digital media specifically (how different cultures experience and interface with it), and from brand and communications strategy, to store, print and site design executions across countries.

With global economies emerging and changing, and consumers across nations changing how they respectively communicate and consume media, it is imperative for global brands to consider evolving cultural differences in their long-term business strategy, marketing and communications strategy. After all, one way to better compete in the global landscape is by being more relevant than your competitors – particularly when local and regional brands may already possess that knowledge.

Amsterdam Worldwide

Contagious Magazine: “Advertising at the Crossroads of Culture”

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Sara Schiller

Creativity At Work

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.