Cultural Intelligence For Marketers (building An Inclusive Marketing Strategy)

Description

By (author) Gabriel, Anastasia Karklina

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Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.



Brands don”t just reflect culture; they shape cultural norms and values. Move beyond performative inclusive marketing and start contributing to the cultural conversation.A brand can build a marketing strategy that resonates with audiences today and impacts society at large. Learn how to leverage advanced cultural insights using an approach grounded in understanding cultural values, social norms and critical perspectives that promote inclusivity. In this book, cultural analyst
Anastasia Karklina Gabriel draws on cultural analysis, consumer research and semiotics to help readers embed cultural intelligence into every aspect of strategy.
Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that builds on advanced insights into culture, representation, identity and social justice.The book offers an in-depth perspective on brand-specific cultural insights using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural branding, inclusive brand storytelling, cultural semiotics and the nuances of socially responsible, conscious marketing. Drawing on case studies from brands that are actively pursuing inclusive strategies like Microsoft, Unilever and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting impact.

Table of contents

• • Chapter – 00: Introduction;
  • Chapter – 01: Maintaining brand integrity during cultural shifts;
  • Chapter – 02: The 4Cs of cultural marketing;
  • Chapter – 03: Concept: From representation to disruptive storytelling ;
  • Chapter – 04: Culture: How to develop an inclusive narrative;
  • Chapter – 05: Culture: Building your brand’s cultural insights brief;
  • Chapter – 06: Critical Consciousness: Becoming an intersectional marketer;
  • Chapter – 07: Community: Cultural fluency versus virtu-signaling;
  • Chapter – 08: Pitching cultural fluency to key stakeholders and thought leaders;
  • Chapter – 09: What comes next?;
  • Chapter – 10: Conclusion

Biographical note

Anastasia
Karklina
Gabriel is Senior Lead of Global Insights. A brand strategist, cultural theorist and lifelong activist, she helps build inclusive brands and embed cultural fluency in marketing strategy. Gabriel has consulted with Nike, Disney, Samsung, eBay, Bacardi, Kraft, Diageo, Ulta Beauty and Hinge. Her advocacy work has appeared in The New York Times, The Wall Street Journal, Colorlines, Mic.com, The Washington Post and USA Today. Gabriel is based in New York City, New York.

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Offers a four-step approach to uncover advanced cultural insights that will enhance cultural fluency, maximize social impact and embed critical thinking within the marketing process

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Breaks down tricky concepts within the practice of cultural intelligence, from embedding cultural fluency in brand storytelling to future-proofing brand strategy

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Explains how to use advanced insights to enhance your marketing strategy and reinforce your approach to inclusivity, representation and cultural relevance

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Contextualizes culture and representation using semiotics and critical analysis