1. Reason or excuse

2. Cultures are closer than ever before

3. Culture sets boundaries and discriminates

4. Brands never speak directly to consumer, 4 always filtered through culture

5. Unique versions of culture emerge 5 https://www.youtube.com/watch?v=Sea RU7cktuQ https://www.youtube.com/watch?v=HUz PwIP9BqE

6. Culture makes us unique 6 It is imprinted on our collective unconscious and defines how we see and interpret the world

7. 7 History impacts culture

8. 8

9. 9

10. 10 A cultural lens determines how categories and brands behave Culture is learned A cultural lens determines how categories and brands behave

11. What lens do we use to interpret culture 11

12. 12 Archetypes influence our view of the world 12

15. What does this mean for research? 15

16. 16 Food, drink, dress, language, behaviour, ceremonies Functional Social customs and rituals, the social etiquette and norms Identity Stories and legends, history, symbols, beliefs, values Emotive Unravelling the code

17. 17 Male kinship at the heart of Nigerian drinking culture

18. 18 Keep Walking Symbol of success, you’ve made it

19. Status and assertion 19 Dominance Progress Stay ahead Reach new heights

20. 20 Individual ahead of the rest Standing apart and being noticed – a cut above the rest

21. 21 Stay self-motivated, aspire to live a life with no constraints and no guilt Celebrate personal progress

22. 22 Follow your path to success, focus on making the change Reaching your potential

23. 23 Greeks classified beauty on symmetry and order

24. 24 Asian beauty is fair skinned and of slight build

25. 25 middle easter Middle Eastern beauty is olive skinned, with a curvy figure

26. Beauty is timeless and classic 26

27. 27 Open and charismatic beauty expression

28. Gentle pure beauty expression 28

29. 29 Branding and communications can break social barriers and connect cultures

30. Brands can effect social change 30

31. Cultural intelligence Beyond pure observation Unravel the cultural code Provide interpretation and perspective Challenge ourselves to think local Unravelling the code