Introduction: a new paradigm for culturally fluent brands -- Redefining brand success: the essentials of cultural fluency -- Unlocking the 4Cs of cultural intelligence -- Culture: building the foundation for an inclusive marketing strategy -- Communication: from performative marketing to inclusive representation -- Consciousness: building ethical marketing practices beyond buzzwords -- Community: brand accountability and co-creation as the new model of brand engagement -- Now what? Developing cultural intelligence capabilities -- What's next? The future of culturally intelligent marketing -- Conclusion: becoming a catalyst for inclusive marketing.
Summary:
"Brands not only reflect culture but also shape cultural norms and values. Move beyond performative inclusive marketing and drive the cultural conversation.A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in understanding cultural shifts and critical perspectives that uphold equity and inclusion. In this book, cultural theorist and brand strategist Dr. Anastasia Karklina Gabriel draws on semiotics, media theory, and cultural analysis to help marketers embed cultural fluency into every aspect of marketing. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that draws on advanced insights into culture, representation, identity, power, and social change.The book offers an in-depth perspective on cultural fluency in inclusive marketing using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural insights, inclusive storytelling, brand activism, multicultural marketing, and the nuances of integrating diversity, equity, and inclusion when building a socially conscious marketing strategy. It features insights from current and former marketing leaders at Mindshare, Dentsu Creative, Edelman, Digitas North America, WPP, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, such as Microsoft, Unilever, Pinterest, Nike and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting business and social impact"-- Provided by publisher.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.