CLOTAIRE RAPAILLE THE CULTURE CODE PDF

Taushicage Americans on the other hand, are not allowed to drink until age 21, and therefore the association that they create is often one of danger and recklessness, because they learn to drink at a much later age and in an underground fashion. Sadly, it focuses only on why Americans live and buy as they do, while using Europe read France mainly for comparison. Unlike my work with autistic children, where progress was painfully slow, this offer was a chance to quickly test theories I had developed about imprinting and the unconscious mind. Why is fast food in our lives to stay? What makes us live, buy, even love as we do?

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The book helps us understand the different meanings people unconsciously assign to things. Our different cultures and customs lead us to process the same information differently. This is why the world has an infinite number of cultural codes. These codes determine the very different ways people behave in similar situations. Rapaille based the development of his methodology on the work of Henri Laborit , who demonstrated a very clear connection between learning and emotions: The stronger the emotions, the deeper our experiences will be rooted in our brains.

For example, let us consider a child whose parents have repeatedly warned him not to touch a hot pan and who does it anyway and burns himself. From that moment on, the concepts of "hot" and "burn" are indelibly written on his brain. The communicator, then, can creatively base himself on the profound meaning of this concept. The combination of experience and emotion produces what is known as imprint: once it is created, it conditions our mental processes, determining our future behavior.

The combination of all our imprints define us as people. The Cultural Code methodology goes hand in hand with the concept of imprinting. Together, they are like the key and the lock: If you describe an imprint, you can open the code. Down through the years, Rapaille has designed a methodology that leads people in focus groups to say what they are really thinking and feeling.

This makes it possible to unravel the cultural code immersed in the collective subconscious. To his surprise, the imprint was non-existent. This was both a challenge and an opportunity. Its long-term strategy was to sell coffee-flavored candy, which children devoured with delight. Chrysler executives designed a campaign that said absolutely nothing to the public and, desperate, they sought help from Rapaille.

After hard work with a focus group, Rapaille concluded that the code for that vehicle in the U. In contrast, in Europe, the code for Jeeps is Liberator because Europeans associate it with the troops that liberated them from Nazi domination.

Chrysler started promoting Jeeps in Europe with this code and was very successful. Understanding the cultural code gives us the power of hidden meanings.

This has made them successful thanks to their focus on certain segments of the public. We at the Grupo Salinas have been fulfilling the needs of a specific segment of Mexican society for years.

This has led us to discern its cultural code and, thus, to understand our customers better and provide them with better service.

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CLOTAIRE RAPAILLE THE CULTURE CODE PDF

Amazon The Culture Code is American to its core. His Code knows how and why Americans assume certain things about their lives, what external symbols represent and motivate their inner selves, what drives them to eat, drink, buy, work, and play, and how simple insights can challenge their limiting worldviews. It is hard to put down. It is easy to believe. At face value, it is a revolutionary new guide to modern life.

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The Culture Code

What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.

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The Culture Code by Clotaire Rapaille

Amazon The Culture Code is American to its core. His Code knows how and why Americans assume certain things about their lives, what external symbols represent and motivate their inner selves, what drives them to eat, drink, buy, work and play, and how simple insights can challenge their limiting worldviews. It is hard to put down. It is easy to believe. At face value, it is a revolutionary new guide to modern life. Deep down, it is a caricature of American consumer culture, a pop spectacle, and a sublime example of reductionism.

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The book helps us understand the different meanings people unconsciously assign to things. Our different cultures and customs lead us to process the same information differently. This is why the world has an infinite number of cultural codes. These codes determine the very different ways people behave in similar situations. Rapaille based the development of his methodology on the work of Henri Laborit , who demonstrated a very clear connection between learning and emotions: The stronger the emotions, the deeper our experiences will be rooted in our brains.

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