Abstract:

With an increasing globalisation of brands, there is a need to communicate similar brand images and values to consumers all over the world. While this is necessary, it is also important to recognise, understand and interpret the cultural context of different markets and reflect them in communication. Often, it is difficult to pick out these cultural nuances and reflect (or eliminate) them in advertising. The Culture Filter (TCF) is a technique that seeks to provide a framework that identifies these elements and aids marketers in the development of communication that thinks global and acts local.