When customers in your desired markets have different characteristics and marketspace behaviors, it's a given you need to adjust brand strategies and tactics. Your resulting "value proposition" should reflect those differences. Today's cultural boundaries don't as much reflect national borders as they express differences in how customers behave in info-rich marketspaces. Their choices reflect needs and wants, but also their values and affiliations-those "others" with whom they identify. A cultural values proposition added to your marketing-driven "value proposition," proposes culturally-congruent contact points that reflect your company’s values and affiliations. The CVP is the end-product of opportunity analysis and decisions in the following areas: economic and environmental footprints, public relations and media presence, corporate aesthetics, and financial and philanthropic affiliations. Examples of best practices will be woven into the talk. RSVP today!
About Dr. Marye Tharp:
Marye's lifelong fascination with cultural differences is grounded in her educational and personal history. She has a BA (Spanish & French), BBA (Marketing), MBA, and Ph.D. (Marketing, International Business & Latin American Studies), all from UT-Austin (Hook 'Em!). Her cross-cultural experiences started with her first university teaching assignment in Mexico, and include teaching, planning, writing, research and consulting experiences in 21 countries. During her primarily academic career, she served as strategic planner and consultant in agencies specializing in the US Hispanic market. Her most recent book is Transcultural Marketing: Building Customer Relationships in Multicultural America (2014) and is available on Amazon.
Dr. Tharp currently lives in Fredericksburg, Texas located in the Hill Country where there’s not much to do other than enjoy the wildflowers, fresh peaches, Texas wineries and long, lonesome Texas roads.