The Culture Coder

Clotaire Rapaille spoke about marketing with a refreshing perspective at the Yale Club of New York City last evening (Jul 1, 2014).

What was most engaging was his underlying core premise for every marketing professional:

You need to understand

(1) the culture of a region ie the “code

(2) the fundamental unspoken human needs that drive individuals to make the choices they do.

These two together form the foundation for addressing brand strategy in a meaningful way.

Here is an old-school chart summarizing  Rapaille’s principles from his talk:




Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s