Alfie Spencer
Feb 12, 2015

Why bother to understand culture?

'Cultural Radar' is a new weekly series that will explore a great range of cultural currents in Asia. In this inaugural piece, Alfie Spencer, a semiotics specialist with Flamingo, sets the stage by explaining why adopting a cultural perspective is essential for effective brand-building.

Imagine for a moment a bicycle shop. It could be anywherenear a crowded marketplace in Delhi, nestled amongst tiny cafes and restaurants in a district of Tokyo, sitting in a grey row of shops in the rain in a north London suburb. Wherever you like.

In that wing of the professional services industry that we could call communications, advertising and branding that sprawling suburb of ideas and advice that you, dear reader, probably work...

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