It’s difficult just to create a strong brand within one culture, but understanding all the cultural dimensions needed for global branding and marketing can be an enormous task.
Last week I had the opportunity to participate in a sales meeting and work with sales reps from around the world. During one of the presentations, I was particularly interested in how one group uses a tool for recognizing cultural differences when conducting sales calls.
The tool, known as the Holfstede dimensions, is based a study done in 2004 by Geert Hofstede . I think it’s easiest to understand by starting with the dimensions of your own culture, in my case, the United States of America. To get an idea how it works, take a look at each of the different dimensions and view how your own country compares with others.
Although this study was done 7 years ago, much of it still holds true today. You may want to download the iPhone Culture Tool app that has GPS capability so that you can immediately compare the country you are visiting to your home country culture.
Does your branding and marketing cross into several cultures? How will you use this marketing information to identify and address the cultural differences in your brand’s audience?
