Abstract:

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communication's message and the perceptions created by said message can be completely different across the countries- and accordingly has differing levels of success. But why is that? With the help of the Language and Behaviour Profile we will discover how different cultures think, what drives them and how this is apparent in language - enabling us to understand why the communication of a brand works well, mediocre or not at all. The LAB Profile offers a clear structure in analysis to identify differences in communication patterns and how to overcome them.