Global Marketers today require a complex mix of different types of intelligence to ensure their brands stand out from the global crowd. These are Rational Intelligence, Effective Intelligence, and last but not least, Cultural Intelligence. Alexander Dunlop offers a unique combination of bespoke marketing tools to assist Global marketers with Effective and Cultural Intelligence.
Understanding what people do
This is the ability to understand what people do using cognitive, conceptual or numeric competence.
Understanding what people feel
This is the ability to understand what people feel and what affects people at a deep level.
Understanding the global and the local
This is the ability to understand why people are the way they are -complex relationship between the Local and the Global knowing what things work and why in different cultures around the world.
Know your brand inside out – know who you are and why you are - test your positioning and adjust accordingly.
Dramatising the emotional journey using archetype, story and ritual
Know the water you are diving into - develop a deep understanding of the culture, and identify the lens through which they will view your brand.
The drama borrows from pre-existing cultural stories, signs, symbols and myths
Develop communications that will get their attention – if you are 1% wrong culturally, you are 100% wrong - communication development briefing and testing work.
We must know the culture in order to be culturally specific
Blue is the one we are educated in, we use in school and university in politics law and business
Education doesn’t often focus on this in any formal way, but it is very powerful.
"You can't change felling with facts"
“People feel before they think”