Many global marketers aim for consistent campaigns across countries; but true global consistency is notoriously hard to achieve.
Kantar Millward Brown analysed test results from over 24,000 global ads. Of the 500 most persuasive and impactful, only 11% remained exceptional when used in another market. Over 40% performed only average; or worse.
The Culture Factor Group’s CCI–Message Diagnostic addresses this challenge. We help your materials travel better, reducing production costs and improving strategic consistency. This diagnostic helps:

• Identify markets that are culturally receptive to your idea

• Highlight barriers to acceptance and uncover blind spots

• Evaluate your messaging against local storytelling norms

• Pinpoint executional missteps that might otherwise derail effective work

• Make informed decisions about whether to localise or originate new briefs.

A CCI–Message Diagnostic cuts through cultural confusion to uncover actionable improvements; it often reveals unseen factors that global or local teams may miss providing simple changes that greatly improve effectiveness.

Contact us to learn how a CCI–Message Diagnostic can give your campaign the global reach it deserves.

Strong brands have fans, people who believe in your brand values and advocate for them. Often, they form part of distinct cultural groups: brand tribes.
CCI–Find Your Tribe, developed by The Culture Factor Group, uses original research from your existing fan base to uncover the beliefs that unite them and the values that bond them to your brand. It helps you:

• Identify the markets where fans are most concentrated

• Direct investment to markets with the highest cultural fit

• Build relationship-marketing plans with sustained effectiveness

• Manage online communities in culturally meaningful ways

• Understand where community building should happen online vs. offline

• Expand your base by tailoring messages that increase cultural relevance

CCI–Find Your Tribe works with your existing customer data; or, in partnership with Kantar, we can identify and analyse your most loyal advocates for deeper insights.
Contact us to see how CCI–Find Your Tribe can help you understand your most passionate fans; and where to find more of them.

Global brands want to ensure their essence remains consistent across markets. But perfect consistency is difficult to achieve; cultural differences often derail global campaign implementation.

A The Culture Factor Group CCI–Creative Brief Workshop uses a unique visual approach to isolate stories that resonate culturally and inspire creative teams worldwide. This workshop will help:

• Maximise buy-in from global stakeholders

• Minimise unnecessary material variation

• Tailor creative production to fit the communication environments where materials will appear

• Assess where variation delivers the greatest return

• Identify which audiences respond best to product-benefit messages and which respond to brand-driven messages

Paint a vivid picture of global consumer groups, defined by their cultural values
A CCI–Creative Brief Workshop is an ideal addition to global gatherings of marketing or creative agency teams. The Culture Factor Group is unmatched in managing cross-cultural teams; we embrace your diversity and ensure everyone leaves empowered with a practical, inspiring creative plan.

Contact us to explore how a CCI–Creative Brief Workshop from The Culture Factor Group can set your global campaigns on a strong cultural foundation.

The Cultural Connections research was conducted in partnership with Mediacom, surveying over 60,000 respondents across more than 60 countries.
This research enabled the development of detailed consumer culture profiles, what we now call Consumer Culture Intelligence (CCI).

The data supports:

• Consumer behaviour analysis

• Market entry decision-making

• Governmental insights and value transformation initiatives

• Combined analysis with other data sets

• Segment-level calculations by gender, education, region, and income

Granular regional insights; a unique strength of this study.
The research was led by Mediacom and Professor Michael Minkov, Professor of Cross-Cultural Behaviour at the International University College, Bulgaria, co-author of Cultures and Organisations: Software of the Mind (3rd edition, McGraw-Hill, 2010).