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What makes consumers buy one brand and reject another? Why does a product earn millions of dollars in profits in one country, and lose millions of Euros in another?
For the first time, the answers are clear. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals the proven techniques he has used to help dozens of leading corporations improve their profitability.
Rapaille’s breakthrough concept is that as people grow up within a culture, they acquire a system of codes. These codes, collectively known as the Culture Code, are what make a person American or German or French or Japanese, and they invisibly shape how people behave.
What’s more, we can learn how to crack the codes that guide consumers’ actions and achieve new understanding of what they do the things they do.
Rapaille has become the personal advisor to 10 high-ranking CEOs and is on retainer to more than half of today's Fortune 100 companies. He has used the Culture Code to help Chrysler build the PT Cruiser, which was 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, which was one of the most successful campaigns in the history of advertising. He’s also used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oreal improve their bottom line at home and overseas.
In this summary, you’ll learn about some of the most fundamental codes that explain why Americans act distinctly like Americans, which will give you profitable insights about how to market your products and services successfully.
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