Arun Vemuri
Sep 14, 2010

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

Arun Vemuri, partner of business planning at Mindshare Japan, draws parallels to his attempts at navigating the Japanese culture in this piece offering five guidelines for marketing to alien cultures.

Arun Vemuri

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....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
OMD adds to APAC Beiersdorf media duties with South Asia wins
Premium
1 day ago

OMD adds to APAC Beiersdorf media duties with South ...

After defending its full media mandate in India, OMD has now added Bangladesh to its remit.

Premium
Spotify 'wraps' data & creative work in new SEA campaigns
Premium
1 day ago

Spotify 'wraps' data & creative work in new SEA ...

'Wrapped' Spotify work stretches across Indonesia, Thailand and the Philippines, featuring Asian artists like BTS, Andmesh and F.HERO.

Premium
Independents give major networks run for their money in ANZ
Premium
1 day ago

Independents give major networks run for their ...

While major agencies had a good night, Versa and Special Group were among the independents punching well above their weight at this year's AOY awards for ANZ.