Very interesting post about global youth marketing.
Using a global campaign for deoderant by Unilever, this post discusses how different approaches are needed in different countries.
It talks about the global – borderless nature of the web and notes that
“We’re now at the busy crossroads where globalization meets Web 2.0. This presents both a challenge to the old ways of doing business and an opportunity to gain tremendous leverage via the right goods and services. To thrive in this era, companies will have to figure out how to engage young people from all over the world when they conceive of products and services. Businesses need their help in turning concepts into finished products and, especially, in marketing them. “
Some reading on culture can be found here and is relavent in tis context.
There is a section in this page headed manifestation of culture containing this image, captioned as “Manifestation of Culture at Different Levels of depth”.
“Symbols, heroes, and rituals are the tangible or visual aspects of the practices of a culture. The true cultural meaning of the practices is intangible; this is revealed only when the practices are interpreted by the insiders.”