Within the Ogilvy & Mather Cross-Cultural Report, brand builders have five strategic frameworks for guidance on how to build brand value and relevancy with the New General Market.

1. AN EXCERPT FROM THE OGILVY & MATHER CROSS-CULTURAL REPORT:
THE CROSS-CULTURAL STRATEGIC TERRITORIES

2. • The Industry & Advertisers at a cultural
crossroads
• Ogilvy’s Approach to addressing the
OUR METHODOLOGY needs of the “Total Market”
SECONDARY
• Inside-Outside Strategy, Value
What are the Cross-Cultural Strategic Territories? Proposition and Partners [The Three
• Strategic framework for how brands increase valuePillars]
and
relevancy with “The New General Market”
• Seeks to provide CMOs, Brand, Business and
Government Leaders guidance on investment, segment
engagement and brand value
How did we develop the Cross-Cultural Strategic
Territories?
• Inspired by David A. Aaker’s book published in 1991,
Managing Brand Equity
• Analyzed more than 100 brands, interviewed key clients
and stakeholders in both the general market and
multicultural marketing business segments
• Secondary and desk research

3. THE CROSS-CULTURE STRATEGIC FRAMEWORK

4. THE CROSS-CULTURE STRATEGIC TERRITORIES
CULTURAL
COMMUNITY
CULTURAL
CURRENCY
CULTURAL
AUTHENTICITY
CULTURAL CONFLUENCE
CULTURAL LOOP

5. CASE STUDIES
• Heavy brand investment
• Brands with low relevancy and
CULTURAL equity measures within the
segments
COMMUNITY
• Long-term commitment and
no “in and out” investments
with the product or event
• Once the brand is established,
provides high barriers to entry
from the competition

6. CASE STUDY
• Low to medium brand
investment
• Brand with low relevancy and
CULTURAL equity measures
CURRENCY • Borrowing equity from an
established brand/talent that
has a relationship or trust
with the segments
• Brands receive immediate
awareness and consideration
but do not establish high
barriers to entry from the
competition

7. CASE STUDY
• Medium to high brand
investment
CULTURAL • Usually unique and authentic
value proposition
AUTHENTICITY
• Brand with high relevancy and
low equity or vice versa
• Requires deep levels of
consumer commitment from
heavy users of the brand
• Usually results in attracting
new users and loyal repeat
purchasers

8. CASE STUDY
• Heavy investment to build the
brand across all segments
CULTURAL • Usually the brand has high
equity and relevancy measures
CONFLUENCE within one key segment
• The brand has a unique and
ownable value proposition
• Results in significant trial and
usage, usually creating a larger
loyal base of consumers

9. CASE STUDIES
• Medium to high brand
investment
CULTURAL • Purpose-driven brand building
for The New General Market
LOOP specific to Hispanics, Blacks,
Asian American and LGBT
segments
• Builds high brand relevancy and
equity measures
• Establishes a deep relationship
with the segments and usually
delivers brand loyalty

11. THANK YOU
JEFFREY BOWMAN, OGILVY & MATHER
CROSS-CULTURAL PRACTICE LEAD
EMAIL:
JEFFREY.BOWMAN@OGILVY.COM
CONTACT.OGILVYCULTURE@OGILVY.COM
FACEBOOK:
WW.FACEBOOK.COM/
W
OGILVYCULTURE
TWITTER:
@OGILVYCULTURE
@ JEFFREYLBOWMAN