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The Global Code

How a New Culture of Universal Values Is Reshaping Business and Marketing

By Clotaire Rapaille
12-minute read
Audio available
The Global Code: How a New Culture of Universal Values Is Reshaping Business and Marketing by Clotaire Rapaille

The Global Code (2015) is about a recent worldwide phenomenon: a global unconsciousness, or code, that contains a new system of values, beliefs and principles. This code is formed and shared by the Global Tribe, a highly mobile and cross-cultural group of people who are setting trends, shaking up the old status quo and becoming the target demographic for global luxury brands.

  • Sociology and anthropology students
  • People interested in cultural differences and similarities
  • Marketers and advertisers who want to make their brand a global success

Dr. Clotaire Rapaille is an international marketing guru and founder of Archetype Discoveries Worldwide, which has provided global marketing insight into some of the world’s biggest brands. He is also the author of numerous books on marketing, sociology, psychology and cultural anthropology, including The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do.

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The Global Code

How a New Culture of Universal Values Is Reshaping Business and Marketing

By Clotaire Rapaille
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
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The Global Code: How a New Culture of Universal Values Is Reshaping Business and Marketing by Clotaire Rapaille
Synopsis

The Global Code (2015) is about a recent worldwide phenomenon: a global unconsciousness, or code, that contains a new system of values, beliefs and principles. This code is formed and shared by the Global Tribe, a highly mobile and cross-cultural group of people who are setting trends, shaking up the old status quo and becoming the target demographic for global luxury brands.

Key idea 1 of 7

These days, there is a Global Tribe of trendsetters following a new cross-cultural code.

In recent years, new technologies and changes to the way we travel have led to an unprecedented level of international interconnectedness. Smartphones provide information to people around the world at the tap of a finger, and inexpensive airlines shuttle people to far-flung destinations.

With this new interconnectedness, a new phenomenon has emerged called the global unconscious, or the Global Code.

Of course, every culture still has its own unique elements; people across the globe maintain their own way of speaking, working and cooking. Yet there are also cross-cultural experiences that we share: people go to school, find a job, get married, raise a family. And no matter where you are, most people share a similar dream of finding a better place to live, a place that will offer a better career, a nicer house and an ideal environment for their children.

These shared dreams and beliefs form a Global Code that has emerged from today’s interconnected world. Media and travel have given rise to a multicultural Global Tribe that follows and finds inspiration in the goals and aspirations of others.

The Global Tribe is a small group of highly connected and highly mobile influencers who aren’t bound to one specific society or culture. Instead, the Global Tribe adheres to a truly Global Code that takes its ideas and inspirations from worldwide sources.

Since this tribe is made up of influential individuals, the pieces of culture that are absorbed into their code become highly popular throughout the world; the tribe is an international trendsetter.

For example, if the tribe decides that a certain brand of clothing or social network is superior, people across the world will follow suit and rush to buy or use that product – and, in no time, these choices will become the hottest items on the market.

The power of the tribe has not gone unnoticed. Indeed, companies now create and market their products and services with the Global Code in mind.

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