In his book, The Culture Code, Clotaire Rapaille examines the perceptions people have of a variety of experiences and products and comes up with a shorthand code name or phrase that captures the essence of this user perception. The author claims that these codes powerfully tap into how people think and fee Examples: - The culture code for "Life" is... - US: "Movement" - FR: "Pleasure" - "Jeep" - US: "Horse" (Riding your horse through mud) - DE: "Freedom" (Post WWII Allied Forces liberating Germany) - "LEGO" - US: "Build and destroy" (Use LEGO to freely experiment) - DE: "Model construction kit" (Follow booklet to build a model sports-car) ## List From "Bunch's Blog"[^2] - US - the code for alcohol in the US is gun (risk, think "Colt 45") - the US code for cars is identity - the US code for cheese is dead (packed in plastic) - the code for sex in America is violence - the code for seduction in America is manipulation - the American code for beauty is man's salvation (think "Pretty Woman") - the code for fat in America is checking out (leaving society, not competing anymore) - the code for health and wellness in America is movement - the American code for youth is mask (think: botox) - the American code for work is who you are - the American code for money is proof (that the person is of value) - the code for quality in America is it works - the code for perfection in America is death - the American code for food is fuel - the American code for shopping is re-connecting with life - France - the French code for shopping is learning your culture - the French code for cheese is alive (developing, living, breathing) - the French code for France is idea - the code for American in France is space traveler - UK - the British code for Britain is class - the British code for Americans is unashamedly abundant - Germany - the German code for Germany is order - the German code for car is engineering - the code for American in Germany is John Wayne (the "good cowboy") - the code for men in Germany is dark (danger) - the code for women in Germany is light (salvation, etc.) Source: The Culture Code Free by Clotaire Rapaille https://www.penguinrandomhouse.com/books/139174/the-culture-code-by-clotaire-rapaille/ [^2]: http://johnbunchmusings.blogspot.com/2013/09/the-culture-code.html #book #marketing #understanding #culture #culturecodes