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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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