Five things you need to know about marketing to an 'ALIEN' culture

1. Atlas.

It becomes easier to get around a new place if you have an atlas handy. When it comes to navigating your way around marketing to an alien culture, your atlas can be any source of information created by or for the alien culture, including books, blogs, websites, newspaper articles, special interest magazines, research, sociology studies, fiction, movies and music. These information sources serve as coordinates that help facilitate your understanding of the alien culture.

2. Language.

Having access to a good atlas alone doesn't suffice. To connect properly, you need to have an understanding of the culture's language or 'lingo'. Their verbal and non-verbal terminology, catch-phrases, signs and icons give you a better understanding of how the culture works. 

3. Interpretor.

An interpretor puts everything into context and helps you with the sub-text and subtleties inherent in the interactions and argot of the sub-group. They explain the nuances that will otherwise take years of arduous exploration to uncover. Find one and your journey to unlocking the alien culture's hearts and minds is two thirds complete. 

4. Experimentation.

With all the above at your disposal, you may still struggle unless you are hungry to explore and experiment. Go out. Do stuff. Never lose an opportunity to experience things that are specific to the alien culture. Watch a game of baseball if your creaky and ageing bones won't allow you to swing a bat. Lose a few thousand yen in a Pachinko Slot. Experience what makes the culture tick.

5. Nativity.

Never lose yourself in your eagerness to become one of 'them'. I can not become Japanese by wearing a Samurai dress nor an American by changing my accent. The very reason you are given an opportunity to work across borders (not necessarily geographic) is to bring perspective and understanding from your own background or culture group to improve synergies.