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

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;

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