EXAMPLES

CULTURAL APPROACHCrodino – ITALY since 2003

META-CULTURAL APPROACHCadbury – UNITED KINGDOM 2007

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• APPEAL TO RELEVANT META-CULTURAL VALUES• BE INSPIRATIONAL, NOT ASPIRATIONAL

EPURON

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• APPEAL TO RELEVANT META-CULTURAL VALUES• MOVE FROM BRAND VISION TO BRAND-WELTANSCHAUUNG• GO FOR HARMONY BUT DON’T AVOID CONTROVERSIAL

DOVE

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• APPEAL TO RELEVANT META-CULTURAL VALUES• ADD SOME “EXOTIC” ELEMENTS TO YOUR COMMUNICATIONS

KNORR

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• APPEAL TO RELEVANT META-CULTURAL VALUES• ADD SOME “EXOTIC” ELEMENTS TO YOUR COMMUNICATIONS

NIPPON PAINT

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