Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy

Brands don't just reflect culture; they shape cultural norms and values. Move beyond performative inclusive marketing and start contributing to the cultural conversation.

A brand can build a marketing strategy that resonates with audiences today and impacts society at large. Learn how to leverage advanced cultural insights using an approach grounded in understanding cultural values, social norms and critical perspectives that promote inclusivity. In this book, cultural analyst Anastasia Karklina Gabriel draws on cultural analysis, consumer research and semiotics to help readers embed cultural intelligence into every aspect of strategy. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that builds on advanced insights into culture, representation, identity and social justice.

The book offers an in-depth perspective on brand-specific cultural insights using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural branding, inclusive brand storytelling, cultural semiotics and the nuances of socially responsible, conscious marketing. Drawing on case studies from brands that are actively pursuing inclusive strategies like Microsoft, Unilever and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting impact.

Brands not only reflect culture but also shape cultural norms and values. Move beyond performative inclusive marketing and drive the cultural conversation.

A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in understanding cultural shifts and critical perspectives that uphold equity and inclusion. In this book, cultural theorist and brand strategist Dr. Anastasia Karklina Gabriel draws on semiotics, media theory, and cultural analysis to help marketers embed cultural fluency into every aspect of marketing. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that draws on advanced insights into culture, representation, identity, power, and social change.

The book offers an in-depth perspective on cultural fluency in inclusive marketing using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural insights, inclusive storytelling, brand activism, multicultural marketing, and the nuances of integrating diversity, equity, and inclusion when building a socially conscious marketing strategy. It features insights from current and former marketing leaders at Mindshare, Dentsu Creative, Edelman, Digitas North America, WPP, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, such as Microsoft, Unilever, Pinterest, Nike and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting business and social impact.

WINNER: 2024 International Book Awards - Business: Marketing & Advertising
WINNER: Readers' Favorite Book Awards 2024 - Honorable Mention in Non-Fiction Marketing
WINNER: NYC Big Book Award 2024 - Public Relations & Marketing
WINNER: Goody Business Book Award 2024 - Marketing - Branding
FINALIST: National Indie Excellence Awards 2024 - Marketing & Public Relations
FINALIST: American Book Fest Best Book Awards 2024 - Business: Marketing & Advertising

Brands not only reflect culture but actively shape societal norms and values. Move beyond performative inclusive marketing and drive the cultural conversation.

A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in critical perspectives on society and the impact brands wield in shaping it. In this book, cultural theorist and strategist Anastasia Karklina Gabriel draws on social analysis, media theory, and semiotics to help marketers improve cultural fluency and future-proof brand strategy by embedding equity and inclusion into every aspect of marketing. Cultural Intelligence for Marketers explains how to create an inclusive marketing strategy using an actionable approach that draws on advanced insights into culture, identity, representation, and the power of media in driving social change.

The book offers an in-depth dive into the urgent need for cultural competence in marketing using a framework rooted in 4Cs: Culture, communication, critical consciousness, and community. It delves into practical aspects of conscious marketing, inclusive innovation, cultural insights, brand activism, social impact, and responsibility in business. It features insights from current and former marketing leaders at Wieden+Kennedy, Mindshare, Dentsu, and Saatchi & Saatchi, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, including Microsoft, Pinterest, Billie, and REI, Gabriel outlines the process of deploying cultural intelligence to attain commercial advantage while transforming society for the better.