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For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.
Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.
Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.
DR. CLOTAIRE RAPAILLE is the founder of Archetype Discoveries Worldwide, a company that has been successfully guiding its clients' interests in marketing, brand positioning, advertising, and product development since 1976. Their global clients include Boeing, Citibank, Fidelity Investments, Ford Motor Company, General Electric, Georgetown University, IBM, Honda, Johnson & Johnson, L’Oreal, and Procter & Gamble, among other Fortune 100 companies. He lives in Palm Beach, FL.
Introduction: The Global Code
Discovering The Global Mind
The Global Tribe
Who They Are
Where They Live
How They Travel
How they set the standards
The Global Code for Beauty
The Global Code for Luxury
The Global Code for Pleasure
aspirational global codes
The Global Code for Survival
The Global Code for Adaptability and change
The global code for leadership
our future and our new philosophy
The Global Code for Higher Education
The Global Code for Millennials
The Great Divide: the U-curve
Global Brands, Global Leaders and a Global World
Conclusion: A New Set of Glasses
Homework for the Global Tribe