cultural strategy and insights

Market Playbooks for Marketing Strategy

Need to adjust your marketing strategy for a new market? We’ve got you! Our handy market playbooks provide reports provide information on demographics, the formality of language, power distance structures, symbols, and imagery. Get up to speed on any country worldwide, and be ready to plan and execute your comms confidently.

Why is cultural awareness important in marketing and comms planning?

Culture plays a critical role in international communications planning for several reasons:
1. Linguistic differences:

Tone and formality:

Different cultures have varying expectations regarding the tone and formality of communication. What is considered polite and respectful in one culture, might be seen as overly formal or distant in another.

Sense of humour:

A playful brand might try to convey that sense of fun to another culture, but it’s essential first to understand how that humour will translate and whether the use of humour is appropriate.
2. Cultural norms and values:

Collectivism vs. Individualism:

According to the Hofstede model, cultures prioritising group harmony and collective goals may respond differently to messages that emphasise individual achievement and personal success.

Power distance:

In cultures with high power distance, the Hofstede model shows that hierarchical structures are respected, and communication is often more formal and respectful. In cultures with low power distance, communication tends to be more egalitarian and informal.
3. Context sensitivity:

High-context vs. low-context cultures:

Based on the research behind the Hofstede model, we know that high-context cultures rely heavily on implicit communication and context (nonverbal cues, history, status), while low-context cultures rely more on explicit verbal communication.

Indirect vs. direct communication:

Some cultures prefer a direct approach to communication, while others use more indirect methods to convey and perceive direct messages as rude or aggressive.
4. Cultural attitudes and beliefs:

Risk tolerance:

The Hofstede model shows that cultures vary in their comfort with ambiguity and risk, influencing how messages about change, innovation, or uncertainty are received.
5. Symbols and imagery:

Colours and icons:

Colours and symbols carry different meanings across cultures. For example, white is associated with purity in some cultures and mourning in others.

Imagery and visuals:

Using images, icons, and other visual elements must be carefully considered to ensure they are appropriate and convey the intended message.
6. Cultural sensitivity and inclusivity:

Avoiding stereotypes:

It is crucial to avoid cultural stereotypes and assumptions that can lead to misunderstandings or offence.

Inclusive messaging:

Crafting messages that are inclusive and considerate of diverse cultural backgrounds helps build positive relationships and effective communication, but it is also highly culturally sensitive.
7. Legal and ethical considerations:

Regulations and standards:

Different countries have varying advertising, privacy, and communication ethics regulations.

Cultural appropriateness:

Ensuring that communication strategies are ethical and culturally appropriate is essential to avoid legal issues and maintain credibility.

What issues can a lack of cultural awareness cause in marketing?

Planning a marketing campaign with limited cultural awareness of your audience can lead to several adverse outcomes:


  • Cultural insensitivity: Messages that do not align with cultural values, norms, or taboos can offend the audience, leading to backlash and negative sentiment.

  • Damage to brand image and reputation: A culturally insensitive campaign can lead to negative perceptions of the brand, causing long-term damage to its reputation.

  • Public relations crises: In today's connected world, cultural blunders can quickly go viral on social media, leading to widespread criticism and backlash. Negative media coverage can amplify the impact of cultural missteps, attracting unwanted attention and damaging the brand’s public image.

  • Lost opportunities and revenue: A campaign that isn’t resonating with the target audience will likely see lower engagement, leading to reduced effectiveness and ROI.



Need some training? We can help!



In addition to our Market Playbooks we offer Workshops and Training to help you, your team, or your whole business become more proficient in incorporating a cultural lens into your work.

Learn more about our workshops.

What do I get in the Market Playbook?

After an initial discovery call to learn more about your specific needs and goals, we’ll prepare an in-depth (minimum 20-page) guide on any country of your choice. We’ll tailor the content to suit your particular brand, tone of voice, channels of interest, and target demographics, highlighting all the cultural considerations we think are worth being aware of.

Once you purchase a playbook we will refresh the content every year for free, so you’re always up-to-date on any changes or developments we think you might want to be aware of.

The report is delivered as a shareable PDF, so you only need to buy one playbook to share with your team.

What’s more, discounted pricing is available when purchasing multiple reports.
Want to learn more?
Leave your details on our contact form and we’ll be happy to put together a quote.
Get in touch
Hand-picked global teams crafted for every specialty
With over 4000 linguists worldwide, we’re committed to delivering high-quality translations within your timeline. Our dedicated team ensures fast turnaround times, without compromising on accuracy or quality.