For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives―love, health, and money, for instance―are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide―the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.
Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.
Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.
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DR. CLOTAIRE RAPAILLE is the founder of Archetype Discoveries Worldwide, a company that has been successfully guiding its clients' interests in marketing, brand positioning, advertising, and product development since 1976. Their global clients include Boeing, Citibank, Fidelity Investments, Ford Motor Company, General Electric, Georgetown University, IBM, Honda, Johnson & Johnson, L'Oreal, and Procter & Gamble, among other Fortune 100 companies. He lives in Palm Beach, FL.Review:
“Another great book on globalization by Dr. Clotaire Rapaille. The author combines the observation and interpretation skills of a journalist, an anthropologist and a psychoanalyst to document the rise of the new global tribe with universal values to transcend their country of origin identity, prejudices and perspectives.” ―Professor Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Emory University
“Dr. Rapaille has a truly unique way of decoding the deep drivers of human behavior. His previous book, The Culture Code, was a treasure trove of consumer and cultural insights-insights that I have eagerly shared with hundreds of my business students and seminar participants. With The Global Code, the fascinating journey in discovery that Dr. Rapaille took us on in his previous book continues. He now takes us on an enlightening voyage across the globe and across time, from the early days of Singapore to modern-day Dubai, the seventeenth-century royal court of Versailles to today's billionaire clubs of Palm Beach, and the luxury high rises of New York to the late-dinner parties of Barcelona. With great erudition and keen perceptivity, he decodes for us the deep global meanings of luxury, beauty, travel, pleasure, and survival; and explains to us how an emerging cosmopolitan community that he calls the "Global Tribe" is fundamentally changing the balance of what is cultural and what is fundamentally universal in our own behavior. A must-read for any global executive.” ―Michel T. Pham, Kravis Professor of Business, Columbia Business School
“Psychologist Clotaire Rapaille takes you on a penetrating journey into the world of the Global Tribe-the almost nationless world trotters who are setting today's tastes and trends. These men and women may be just as foreign as the peoples of deepest Amazonia-yet this tribe represents tomorrow, not yesterday. They pack almost nothing; home is where they are; and their daily buying and behaving set the bar for the rest of us. Moreover, Rapaille uses brain science to break their unconscious code of ethics. It's a fascinating read. And if you travel to other countries, you will never see them quite the same way again.” ―Helen Fisher, Anthropologist and Senior Research Fellow, The Kinsey Institute
“The book is at its most insightful when describing a bold new concept, the Global Tribe, and identifying the unique values and the principles that characterize its members.” ―Olivier De Lisle, Senior Vice President of Fine Fragrances Department, Firmenich, SA
“An absolutely fascinating book!” ―Nicholas F.S. Papanicolaou, Co-founder of the World Public Forum "Dialogue of Civilizations"
“This book offers a different way to view our world. That new lens brings new insight, and it challenges us to connect to each other in ways that make the world a better place.” ―Blake Emery, Director, Differentiation Strategy, Boeing Commercial Airplanes
“The Global Code is both fascinating and useful for marketers, business-people-and all other people.” ―Mark McNeilly, Author and Marketing Professor of the Practice, UNC Kenan-Flagler Business School
“Psychologist Clotaire Rapaille takes you on a penetrating journey into the world of the Global Tribe-the almost nationless world trotters who are setting today's tastes and trends. They pack almost nothing; home is where they are; and their daily buying and behaving set the bar for the rest of us. Moreover, Rapaille uses brain science to break their unconscious code of ethics. It's a fascinating read. And if you travel to other countries, you will never see them quite the same way again.” ―Helen Fisher, Anthropologist and Senior Research Fellow, The Kinsey Institute
“A view of the future that mixes high society and more pedestrian archetypes, with nuances of Lisa Bernbach, Richard Florida and Faith Popcorn...Intriguing.” ―Library Journal
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