Corporate consultant who psychoanalyzes cultures with what he calls "archetype research." Based in Florida, has made a name for himself describing Americans' subconscious associations by examining the "reptilian" part of the brain. He determined that the smell of coffee makes us think fondly of childhood. He found that the French associate the smell of cheese with life while Americans associate it with death. His "brand psychoanalysis," used by companies such as Procter & Gamble, helped develop Chrysler's PT Cruiser.
Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.In The Culture Code, internationally revered cultural anthropologist
7 Secrets of Marketing in a Multi-Cultural World offers strategies for applying cultural archetypes and the logic of emotion to make domestics and international marketing efforts more effective and...
