That’s a wrap, Spikes Asia! I know I got super excited and ran out of time at the end 🙈 , but here are three key takeaways from my presentation on WARC's Guide to Cultural Advantage. 💹 It's proven that building culturally resonant brands is good for business - but only if you do it authentically and credibly and not just to 'trend jack', or else you risk offending the very communities you’re trying to reach. ❤️ Culture is not a gimmick. How do you use creativity to give back instead of take, and address cultural bias along the way? 🤝 Lastly, global marketing is no longer a top down approach of adaptation but an exchange of ideas between cultures. Best practice and inspiration can come from anywhere. If #taylorswift and #edsheeran can speak and sing in Singlish and Mandarin to make local audiences feel seen, so can global brands operating in Asia. Link in comments for anyone who wants access to the full and free sample report. DM me if you want to chat more about this topic or contribute to the conversation. Thank you to the Spikes team Jaime Ng Alicja Kocańda / MA, MSc, PMP for the opportunity! PS. Apologies to anyone I haven't been able to reply to recently! I'll get back to your emails soon... #spikesasia #culture #apac #asia #marketingeffectiveness #creativity #diversityandinclusion #dei
Congratulations! I especially love your last point :-) That said, Taylor Swift and Ed Sheeran have more acceptance to express themselves in Singlish (so cute ) than a brand that so clearly marked as ‘Global’ that would risk to be labelled unauthentic or worse guilty of cultural appropriation because many brands have no built-in trust that they have good and honest intentions. TS entertains you. Your dishwasher …washes your dishes . Interesting Convo to be had though . Wish I had been there :-)
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You were awesome Rica!!!
Awesome
Congrats! So proud of you Rica!
Managing Editor & Speaker, WARC APAC | Culture, Innovation, Effectiveness
7moFor non subscribers: https://lp.warc.com/warc-guide-creating-cultural-advantage