Martin Karaffa | Decoder of Culture for Global Brands and Organisations
- Martin is the Decoder of Culture for Global Brands and Organisations.
- He has worked on some iconic brands in the world like Diageo, Citibank, Ford, Jaguar, Kellogg’s, Nestle, KitKat, Unilever, Magnum, TRM, Sunsilk, Mercedes-Benz, and the United Nations.
Podcast
Overview
In the dynamic world of advertising and marketing, understanding cultural nuances is paramount for global brands seeking success beyond borders. Martin Karaffa, a seasoned leader in the field, shares his expertise on decoding culture and crafting effective marketing strategies. Join us as we delve into his journey, iconic campaigns, and valuable insights into navigating diverse markets
[00:39] – About Martin Karaffa
- Martin is the Decoder of Culture for Global Brands and Organisations.
- He has worked on some iconic brands in the world like Diageo, Citibank, Ford, Jaguar, Kellogg’s, Nestle, KitKat, Unilever, Magnum, TRM, Sunsilk, Mercedes-Benz, and the United Nations.
[04:00] – Tell us about your KitKat campaign in Japan.
- The key insight behind the KitKat campaign in Japan was understanding how Japanese people take breaks.
- Contrary to the global branding idea of “Have a break, have a KitKat,” Japanese workers preferred breaks at the end of the day, making KitKat a good luck charm during stressful times, such as exam preparation.
[18:13] – What is your perspective on the role of social media in shaping a global brand’s image?
- Social media varies significantly across cultures and does not homogenise global audiences.
- Different cultures use social media platforms differently, with preferences influenced by factors such as individualism versus collectivism and short-term versus long-term orientation.
[22:15] – What would be your advice to brands looking to expand globally or beyond their own shores for the first time?
- Understand your own brand identity and then analyse how it fits into the cultural landscape of target markets.
- It is important to consider cultural differences, not only in communication strategies but also in product design and distribution.
RESOURCES:
Learn more about Martin Karaffa: LinkedIn
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Profile
- Martin is the Decoder of Culture for Global Brands and Organisations.
- He has worked on some iconic brands in the world like Diageo, Citibank, Ford, Jaguar, Kellogg’s, Nestle, KitKat, Unilever, Magnum, TRM, Sunsilk, Mercedes-Benz, and the United Nations.
