The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do

This book by world famous brand guru and consultant, Clotaire Rapaille provides readers with codes to unlock cultures. It is highly relevant to the field of advertising, marketing, branding as it identifies the subliminal ideas that people associate with concepts and objects. In his book, Rapaille unlocks the different ideas are associated with concepts like beauty, youth, health, home, dinner, money, shopping, luxury, work, and perfection. He also reveals the indelible ideas associated with different products.

These ideas that people have unconsciously imprinted in their minds about concepts/objects are the result of culture, history and the national identity of a country. It is these very ideas that markets and advertisers use communicate to their target markets. However, many times they fail. Its because they don’t know the “code”.

An easy, entertaining breezy read, Clotaire does a great job of communicating to his audience. A psychologist by education, his insights into human behavior are captivating. Highly recommended for anyone interested in learning about the close relationship between business and culture.

***** (5 Stars)

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