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What does it take to make your brand a Hero?

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach depending on the market you are operating in. We present...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise

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The Ideal Man: The challenge of national cultures for global brands

Why is a set of perfect white teeth imperative for Americans? Why are Chinese men so slow to trust each other? Why is 'scoundrel' a compliment in Brazil? Why do German men think it is okay to walk around naked? And why are British men...

June 2015 | Cultural insight

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The Ideal Man: The challenge of national cultures for global brands

Why is a set of perfect white teeth imperative for Americans? Why are Chinese men so slow to trust each other? Why is 'scoundrel' a compliment in Brazil? Why do German men think it is okay to walk around naked? And why are British men sometimes so...

June 2015 | Cultural insight

Related articles thumbnail

What does it take to make your brand a Hero?

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach depending on the market you are operating in. We present the...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise