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Cultural insight is marketing’s untapped resource

Anthropologist Grant McCracken, author of Chief Culture Officer, stresses the importance of cultural expertise and how it can be used to create advantages and build successful business and marketing strategies.

Citing Grant McCracken, journalist Leanne Tomasevic argues that in order to understand the “hearts and minds of consumers”, we need to also understand “the external cultural factors that influence what consumers do”. In other words, business opportunities can be missed if businesses aren’t aware of their customers’ cultural background.

Do you have a story to share when cultural awareness helped you to gain a business opportunity? Share your thoughts below.

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