While broad archetypes are handy as mental shortcuts, brands must keep pace with changing cultural symbols and nuances to form a deeper connection with people—and avoid looking foolish.
Marketers should take a moment to better explore moments in their customers' day. Doing so can provide inspiration and innovation, explains Kantar TNS' Serena Jacob.
One never knows where fickle Millennials might take their social-media interaction next.
Although global culture is more homogenous than ever, failure to appreciate local customs, values and even physical gestures can still have a detrimental impact on sales.
The medium and the message.