books
Beyond Translation; The Marketer's Field Guide to Understanding Today's Transcultural Consumer
The future is now, the rules have changed and we can no longer play by the rules as defined by the 2000 Census. The explosive growth of the multicultural market has brands abuzz on how to connect with this ever changing and increasingly powerful demographic.
Our previous definitions of “general market”, “mainstream consumer”, “ethnic or multicultural markets” are no longer applicable. Today’s "multicultural market " is not only made up of "Hispanic consumers", "Asian consumers" or "Indian consumers". The "multicultural market" today is sophisticated, cosmopolitan and globally inter-connected, it is transcultural! What was effective for brands yesterday is no longer relevant and what is effective today may not resonate with tomorrow’s moving targets.
So how can brands connect with these moving targets?
Beyond Translation goes beyond the statistics and the language debate to the who, what, where and why! It is designed as a field guide for marketers to understand the roles that culture and context play in influencing beliefs, attitudes and driving behavior in order to better connect with today’s transcultural consumer.
What people are saying...
“The country is changing, ethnically and culturally. Valerie Romley can be an invaluable tour guide to keep your marketing programs in tune with today’s transcultural consumer.”
Al Ries, author, The Origin of Brands
"A valuable primer and introduction to our new world in the U.S."
Bill Cherrie, VP Multicultural Marketing, Pernod-Ricard USA
"In the marketplace where 'multicultural' is the new buzz word du jour, this book takes a different approach by explaining multicultural consumers Without echoing statistics, but providing relevant tips for understanding and marketing to the consumers."
Lydia DeLeon, Stewart Title, Director of Multicultural Markets, Central States
Inside the book you'll learn
- Why "Multicultural Marketing", "In-Language Marketing" and "In-Culture Marketing" don't work
- How "Transcultural" marketing is different yet similar to the "General" market
- An in-depth cultural understanding of the "Transcultural" consumer in today's marketplace
- The role that culture and context play in transcultural marketing
- How to connect with proven communication skills that cross the "Cultural Divide"
- How the transcultural consumer is influencing the mainstream
- How to harness the power of Word-of-Mouth, Experiential and Influencer marketing to build brand awareness and trust in the "Transcultural" community
Download Table of Contents Download a sample chapter
Click here to buy onlineforthcoming books
"Brands Without Borders; Connecting Brands and Cultures in Today's Global Marketplace"
The emerging markets of China, India and South America are culturally diverse and complex, so how can Brands cross the cultural divide? "Brands Without Borders; Connecting Brands and Cultures in Today's Global Marketplace", synthesizes and distills real time findings gathered in the field to deliver insight and strategy into developing successful brands in today's global marketplace. Due Spring 2010.
"American Identity Today; An In-Depth Look at Transcultural America” due in the Fall of 2009. Inside we will see the faces of multicultural America and read their words on what it means to be a multicultural American today. Excerpts from recognized experts on identity including authors, academics, researchers and anthropologists will deliver insight and strategy on how brands can better connect with this increasingly powerful, diverse and fragmented demographic!
Research Without Borders; Understand Tomorrow’s Markets Today™