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Cisco Blog > Inclusion and Diversity

A world beyond clichés and labels

Whether it’s in a television comedy or a real life scenario, we’ve all experienced those excruciating moments when someone tries too hard to be culturally appropriate and ends up getting it wrong. Many of us avoid attempting shows of cultural awareness for fear of the offence we have the potential to cause.

In a global marketplace, many brands (including our own) are looking to build brand awareness and customer loyalty in new markets where social mores and cultural histories are in marked contrast to their own. Yet customers in new markets can often share needs and characteristics with those in originating markets, making a global brand offering eminently possible.

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