The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do
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| The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do | |||||||||||||||||||||||||||||
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Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. |
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| 10-21-08 | 5 | (NA) |
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Clotaire Rapaille delivers the goods in this outstanding exeplanation of what makes people tick. In my 20 years working in marketing and branding, I've spent more time studying psychology, sociology, anthropology, and politics than much of the standard marketing fare.
At the core, marketing is about understanding the messy world of human interaction - what drives and moves us, what frightens and stops us. This book - and Dr. Rapaille's work - reveal the power in undesrtanding these principles. In my own work, this book has opened intellectual doors through which I continue to explore how to better understand the audiences we address in growing our business. (Review Data Last Updated: 2008-11-26 04:10:12 EST)
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| 09-11-08 | 4 | (NA) |
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... someone will introduce you to positions or ideas that on some level you already know, but in a way that makes you say wow. Now I get it. This is one of those books. Filled with insights that are both revolutionary and obvious, it is a book that will make you re-think the way you talk with your product developers, frontline staff and creative department.
(Review Data Last Updated: 2008-10-25 03:01:46 EST)
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| 09-05-08 | 5 | (NA) |
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Although the writer mainly does his (extremely highly paid) work for marketing and advertising purposes, the book gives an unusually deep insight into the underlying meanings of certain concepts for various cultures.
Based on the learning of the particular culture as constructed in early childhood, he defines (for instance) what the word "love" means to several different cultures - and backs up his claims. He says that to the Americans (an adolescent culture) "love" really means "false expectation"; that in France "love" and pleasure are intertwined; the Italians expect love to contain strong dimensions of pleasure, beauty and (above all) fun (and that for them true love is maternal love); and for the Japanese (an older culture) love is a "temporary disease". No, it's not terribly well written, but most of what he says resonates as true (I have lived for more than a decade each in Western Europe, America and Japan). He provides valuable insights and I'd love to read more on this subject by this author. (Review Data Last Updated: 2008-09-12 05:03:44 EST)
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| 09-02-08 | 4 | (NA) |
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We are products of our environment, rearing and experiences. This book may have value from a marketing stand-point. It is not why I read it.
Culture Code is insightful as to the behavior of people based on their life experiences. Our values as a society are reflected in our actions and our purchases. We do what is accepted by the majority and reject many things that are unpopular. When a culture embraces a behavior we accept it as we grow within that culture. Sometimes it makes sense, other times, it does not. If you are interested in why things are accepted as relevant for no seemingly good reason, read this title. (Review Data Last Updated: 2008-09-06 03:53:15 EST)
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| 08-03-08 | 2 | (NA) |
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There aren't many books I just don't like, but this was one. Rapaille comes across as a self-important blowhard who's tricked everyone into believing he's a guru. I would compare his book to a work of art where some know-it-all expert at the gallery is raving about the artist's use of light, color, and internal meaning, only to find out later that the painting was done by an elephant with a brush in its trunk (i.e. waaaay too much meaning assigned to random things). The same is true here. Rapaille's conclusions are ambigious and unproveable, and you or I could spout the same arbitrary theories. For example, because Americans consume a lot of hamburgers, I hereby declare the cow as the culture code for America. See? It's easy. This type of random link between unrelated things (and the unsupportable claim that they're not random and they ARE related)is what you get with this book. Rapaille's only genius is in convincing corporate America that he is one.
(Review Data Last Updated: 2008-09-03 03:38:53 EST)
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| 06-28-08 | 1 | 1\1 |
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Nice stories, good observations, simplistic exposés and bold statements... but dubious generalizations. This book fails to satisfy the very basic rules of logic. One can propose a generalization of a phenomenon based on unique observations and, depending upon which school of epistemology you belong to, either treat it as a hypothesis that must yet be proven, or adopt it as theory until it is proven wrong (i.e., falsified). But in either case, the existence of a counterexample will shatter the claim. If you are willing to read Rapaille's book from a critical thinking perspective, you will find a counterexample to his theories on almost every page. I totally endorse Publishers Weekly's review: "preposterous generalizations and overstatements". This does not discount the book's value as fantasy novel and "feel-good" reading. (Review Data Last Updated: 2008-08-04 04:15:31 EST)
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| 04-07-08 | 5 | (NA) |
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A truly outstanding book with grand insights into the human being and the different cultures.
(Review Data Last Updated: 2008-06-28 11:06:45 EST)
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| 02-23-08 | 1 | (NA) |
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The tile said The Culture Code, an ingenious way to understand why people around the world live and buy as they do. Sounded good, or so I thought.
Clotaire Rapaille takes a one-sided view of American culture in this book. The way the French do things is sophisticated and intelligent. Americans are seen as childish, puritanical, and fat. He tells us fat is an American culture code for checking out of the rat race. Money is the American code for proof. I like the French. I do. I'm British and I hold no grudge about that invasion back in 1066. It's all water under the bridge as far as I'm concerned. But this book can only annoy an American audience (of which I am now one). The book doesn't give much practical advice on how to do business with Americans. His revelations are obvious to any American. The code for America is dream. America is optimistic. What a revelation! Europe is pessimistic. It seems too simplistic. Americans connect love and food. America is either prudish or vulgar when it comes to sex. The French apparently have a much more balanced attitude. There might be some truth to this but the book reeks of pomposity. Here is the sort of thing he writes: "Americans end a meal by saying, `I'm full.' The French end a meal by saying, `That was delicious.'" You get the idea. We feed like animals, they dine. However, there is something to this. Restaurants generally give you more food than you need to satisfy your hunger. But we do need to be sensitive to cultural mores. Culture is neither static nor homogeneous. And that is America's strength. America is dynamic and unclassifiable. Almost anything you can say about it can be true. And what is an American? There are quite a few French-Americans. But the need for such a book is apparent. We do need to do our homework. The Chevy Nova (won't go) wasn't a good name in the Spanish-speaking market. The decision to name the car for that market was "off code." I'm not an emotional person but my copy satisfyingly went in the trash. (Review Data Last Updated: 2008-04-08 03:06:28 EST)
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| 02-22-08 | 5 | (NA) |
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I think, as someone who is taking a job overseas this year, I was looking for something to help with the culture shock. What Culture Code gave me was a look into the fundamental differences in the way we look at the same things. I was inspired... surprised... and have shared it with others. Enjoy!
(Review Data Last Updated: 2008-04-08 03:06:28 EST)
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| 01-07-08 | 4 | (NA) |
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Using base methodology of "image conceptualization, recognition, evaluation" as his technique to evaluate and understand cultural phenomena Rapaille has fairly accurately observed and assessed what drives the American culture in its life style choices and buying habits. As one who lived as an expatriate, I can agree that is often easier for an "outsider" to more truthfully assess a culture than one of its own. Rapaille has understood and exposed a lot of what it means to be American, for better or worse.
(Review Data Last Updated: 2008-02-23 12:30:07 EST)
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| 12-26-07 | 4 | (NA) |
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You'll find this book very interesting if you enjoy reading about other cultures. It's easy reading and you'll find out how other cultures live and how they buy. For instance, Americans buy automobiles according to how the vehicle makes them feel and Germans buy automobiles with engineering in mind.....Great for conversation.
(Review Data Last Updated: 2008-01-08 03:21:11 EST)
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| 11-09-07 | 2 | (NA) |
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I purchased this book after reading the introduction about the circular headlights were used on the jeep to resemble a horse/deer which connected with people more thus more sales. I thought that was interesting so I bought the book and was surprised by many of the claims he makes. He pretty much says overweight people are compensating for issues in their lives, and ignores various other factors. He never considers it may be a legitimate medical reason for some people. Clotaire knowledge on evolutionary psychology/DNA is mild but he comments like he knows what he is talking about (there are scientific reasons why diets do not work not your opinion). He also comments on isolationism and how it wouldn't work for America's foreign policy. Again he shows his lack of knowledge in an area yet comments on it (our country started isolationist). Clotaire has a few interesting ideas (love, sex, early childhood impressions) but will say something so fallacious that it becomes a turn off. I wish I did not the buy book, and I hope people do not take him too seriously.
(Review Data Last Updated: 2007-12-27 03:25:15 EST)
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| 11-05-07 | 5 | (NA) |
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If you are looking to implement his process yourself, this book is deliberately a little vague. Some of his insights are very interesting, however - about how food and sex and love are coded differently in different cultures.
And he's spot-on describing American cheese zipped up in its body bags... (Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 10-12-07 | 5 | (NA) |
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The world molds us into beings that are far different from our inner selves. Perceptions, norms, stereotypes and the like cause us to consciously change. However, even when the child we were doesn't recognize the adults we've become, we're still that child at heart. Dr. R knows this. He has a method for stripping us of our worldly armor and displaying who we really are. He presents many scenarios where he has consulted with business to tap into the inner child so their products can relate to those subconscious core values. A great read for anyone in any line of work.
(Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 09-22-07 | 4 | 0\2 |
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The information and analysis offered by the author are very interesting, it changes the way questions and investigation are offered so that more interesting answers can be obtained.
(Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 09-20-07 | 2 | 2\2 |
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Seeing the number of strong reviews, I bought this book expecting deep insight into how consumers across cultures differ in how they make buying decisions (as indicated by the subtitle). At the very least, I was hoping for a thought-provoking framework for thinking about this stuff.
Instead, I got surface-level assertions primarily targeted at the American psyche and seemingly supported only by casual observation and a few focus groups. Indeed, the lack of real scientific rigor and foundational theory supporting his words make it pretty easy to blow holes in every one of Rapaille's arguments (especially the ideas of the Reptilian Brain and America's Cultural Adolescence) and make the book frustrating to read. Like some other reviewers, I also nearly put it down after 100 pages. On the other hand, the Codes that he's defined for Americans' views of things like food, quality, health, and money are reasonable enough. So to some foreign audiences and perhaps also to Americans and Marketers without previous exposure to cultural anthropology, I can understand how some of his ideas may seem profound. If you don't fit into either of those categories, don't bother buying this book. (Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 08-15-07 | 5 | 0\1 |
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I really enjoyed reading his book; it let me understand even some of my aptitudes with life.
(Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 08-14-07 | 5 | 0\1 |
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This book really helps to understand the most important culture codes for USA. It is very interesting for everybody, it is a must for each marketeers and communitations manager.
(Review Data Last Updated: 2007-12-15 03:24:03 EST)
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| 07-24-07 | 2 | 2\2 |
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Having marketed and sold in every region of the globe, I was naturally drawn to Clotaire Rapaille's "The Culture Code." Rapaille utlizes a one word "code word" which you could characterize an "emoticon descriptor" for a product or service, such as "HORSE" for the the Jeep Wrangler, or "DISAPPOINTMENT" for Love. He caught my interest up front with an overview of the process behind his code labeling, but as the book progressed, never provided a road map as to the analysis behind the process except the end results surrounding vanity areas of health, beauty, sex, home, money and other emotional areas. But nothing regarding hard business analysis. His premise is that we all look at the world differently due to our childhood driven, hard wired cultural experiences, causing stark differences between the emotional quotient of Europeans, Asians and Americans. At the end, the chapters were fairly repetitive recapping the first, and strongest in the book.
(Review Data Last Updated: 2007-08-15 03:21:58 EST)
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| 06-08-07 | 5 | (NA) |
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Very generously the author has made known the power of his work that has been so influencial in successful marketing of many products. As someone working in the social milieu I find the insights equally important to explain many of the impasses to social change : not all culture is good, but here is a way to understand much more deeply what we are dealing with.
(Review Data Last Updated: 2007-07-25 03:14:40 EST)
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| 05-18-07 | 2 | (NA) |
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Though the Culture Code truly is a valuable tool, and Rapaille presents us with several important insights, this book is ultimately a failure. Rapaille's attempts to extrapolate on his "Culture Code" to draw broader conclusions about human behavior become extreme generalizations. In a few careless sentences Rapaille manages astounding cognative acrobatics that leave his processes, and thus his conclusions, utterly unscientific and unreliable. Not a single citation (in all his talk of the "reptilian brain" never does he cite a single scholar of evolutionary psychology), laughably weak premises (the United States of America is in it's "adolescent stage" because of the relative age of the country? ok there might be SOME value in that framework, but Rapaille takes it beyond beyond....its just silly), and a predictably limited scope of research (USA, England, France, tiny bits about Germany, Italy and Japan.......since we are generalizing about the behavior of all human societies here, maybe devote a little time to the other five sixths of the planet?), render The Culture Code basically a waste of time. Skim through it for the bolded words (the "Codes"), read the following paragraph, and you have basically derived all worthwhile information from this book that couldn't be gleaned from another well researched, academically responsible, insightful and historically accurate souce.
(Review Data Last Updated: 2007-07-11 03:16:44 EST)
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| 05-12-07 | 5 | (NA) |
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This book opened my eyes to concepts that I never knew existed. The contents of The Culture Code are essential to understanding why people do the things they do. Well-written, with real life stories that are engaging. By far the most important book that I have read in years. I have recommended it to all of my friends.
(Review Data Last Updated: 2007-07-11 03:16:44 EST)
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| 04-20-07 | 5 | 1\1 |
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*****
Rapaille has discovered that people identify themselves with their objects. That is the basis for his marketing research. When we buy something we are not just buying a utilitarian object such as a car, a CD, clothing, etc - we are buying a 'self.' Marketing any more speaks very little about the item advertized - sometimes its hard from the contents of a commercial to even figure out what the product is. Marketing today sells lifestyle, self-esteem, hope, envy, etc. Marketing is about emotion, and Rapaille's ultimate marketing research occurs with people lying on the floor with pillows and blankets, like pre-schoolers having their quiet time. During this 'emotional regression' Rapaille gets his most important feedback - the subconscious emotional triggers and memories that we associate with cars, coffee, even toilet paper. One of the more startling Codes, to me, is the sex and beauty Codes. Rapaille makes a convincing point that sex in our culture evokes deep emotional triggers related to violence. Paired with this is the Code for beauty, which is 'Man's Salvation.' This chapter brings to the surface primal tensions between the animal and the spiritual/civilized sides of our psyches and our culture. I consider this short book as recommended reading for anyone interested in why we really do and think the way we do, and for those of us who have never thought about how much our tastes and opinions are the result of our childhood conditioning. (Review Data Last Updated: 2007-07-11 03:16:44 EST)
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| 04-18-07 | 2 | 1\1 |
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I went into this book expecting a well-researched comparison of different cultures and how those differences affect how products are perceived and marketed. In the end, I was short-changed. The "research" is largely absent and is presented as anecdotal impressions from survey participants that don't hold consistent themes. Unfortunately, Rapaille chooses to make sweeping generalizations about these results, always trying to distill the entire spectrum of participant responses into single catch phrases. But if he couldn't do that, he wouldn't have a book, would he?
Further, he overemphasizes the American point of view far too much, and provides too little on other non-American cultures. Save your money and check it out from the library if you're remotely interested. (Review Data Last Updated: 2007-07-11 03:16:44 EST)
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| 03-09-07 | 5 | 3\3 |
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The author, Clotaire Rapaille, has fascinating insights into what makes groups think and act the way they do. His background in psychology mixes very well with his French origins and American inclinations. The book covers various code-words for products and people around the world. He loves America but has us pegged when he labels us, "adolescent".
(Review Data Last Updated: 2007-07-11 03:16:44 EST)
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