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Cultural Intelligence for Marketers

Building an Inclusive Marketing Strategy

Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.
EAN: 9781398614031
Edition: 1
Format: 234 x 156
240 pages

FREE UK and US delivery

About the book

Brands not only reflect culture but also shape cultural norms and values. Move beyond performative inclusive marketing and drive the cultural conversation.

A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in understanding cultural shifts and critical perspectives that uphold equity and inclusion. In this book, cultural theorist and brand strategist Dr. Anastasia Karklina Gabriel draws on semiotics, media theory, and cultural analysis to help marketers embed cultural fluency into every aspect of marketing. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that draws on advanced insights into culture, representation, identity, power, and social change.

The book offers an in-depth perspective on cultural fluency in inclusive marketing using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural insights, inclusive storytelling, brand activism, multicultural marketing, and the nuances of integrating diversity, equity, and inclusion when building a socially conscious marketing strategy. It features insights from current and former marketing leaders at Mindshare, Dentsu Creative, Edelman, Digitas North America, WPP, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, such as Microsoft, Unilever, Pinterest, Nike and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting business and social impact.

About the authors

Dr. Anastasia Karklina Gabriel is a cultural theorist and strategist who specializes in inclusive marketing. Currently a cultural intelligence lead at Reddit, Dr. Gabriel earned her doctorate in cultural studies from Duke University and consulted for the world's top brands at agencies like Wieden+Kennedy, McCann, Kantar and Dentsu Creative. A lifelong activist, she helps brands increase cultural fluency and leverage a socially conscious approach to cultural strategy and innovation. Her activism has been covered in The New York Times, The Washington Post, USA Today and WSJ. Dr. Gabriel is based in New York City, New York.

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