The Global Code: How a New Culture of Universal Values Is Transforming Business and Marketing
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For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.
Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.
Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.
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the world many times a year, like a satellite looking at planet Earth. I quickly became very frustrated with all the available explanations of where the world was going. For me, they were journalistic theories and tourist comments. But none of them gave me the new insights I was starving for. I realized that nobody had accumulated the material necessary to decode the Global Mind. But I had, and I was going to be given the opportunity to do more. Several of my clients were concerned by
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padding in men’s suits. Tall is also very important. This is why President François Hollande, who is smaller than German Chancellor Angela Merkel and definitely dwarfed by U.S. President Barack Obama, wears platform shoes. In political races, the tallest man wins 80 percent of the time. Bill Clinton, Obama and current New York Mayor Bill de Blasio are all very tall. Second comes the realistic expectation: power and money are sexy. There is an axis between cute on the left and rich on the right.
by avoiding responsibilities and maturity. It is still unclear if this will have positive or negative effects on society, but it certainly says a lot about our values as a society as a whole. We live in a new teen world. The Questions Being Asked Several of my clients wanted to discover the code for the Millennials, the idea being that they are the future generation of clients, the customers of tomorrow. It seems that none of our prior knowledge or experience applies to understanding them. Our