Especially if you're trying to sell something. One of PSFK's favorite thinkers, Grant McCracken, has been writing a series of posts about the importance of culture in commercial considerations. It might seem obvious but he says that marketers and theorists spend too much time excluding, diminishing and neglecting culture...

Especially if you're trying to sell something. One of PSFK's favorite thinkers, Grant McCracken, has been writing a series of posts about the importance of culture in commercial considerations. It might seem obvious but he says that marketers and theorists spend too much time excluding, diminishing and neglecting culture:

Culture matters to marketing. But there are many, well placed and influential parties who would exclude it from the equation. I don't believe you can do branding, unless you get culture. I don't believe you can do marketing, but there are corners when perhaps the culturally illiterate can get away with it. For the rest of us, it is time to put this right. It is no longer an option. Now it's an obligation.

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