Book Review: The Culture Code
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The Culture Code
Author: Dr. Clotaire Rapaille
Paperback: 272 pages, $24.95
Published: June 2006
Pros – Dr. Clotaire Rapaille is a genius. His innovative approach to understanding the unconscious associations all people make to their world and everything in it is ground breaking. By applying his knowledge of human psychology and anthropology, he shows us how he cracks the “culture code” for a variety of topics. The hypothesis is that we are all subject to imprinting during our formative years. These imprints have a permanent affect on our perception of everything in our lives. The key to accessing these imprints is The Culture Code. The system goes on to explain why different cultures are drawn to or repulsed by the same product. Why was Chrysler’s PT Cruiser such as success in the American market? Why did Chrysler’s German executives think the project was going to be a disaster? The answer to those questions is: The Culture Code. When applied to the marketing goals of his clients, Rapaille is a force to be reckoned with. His system allows the advertiser to directly access the public’s subconscious perception of their brand and tap into those primal urges. His proven methods are behind many of the marketing campaigns of the Fortune 500. The reptilian brain, as Rapaille calls it, always wins.
Cons – Dr. Clotaire Rapaille is a genius, and he makes sure to tell you that. His ideas are great, but allowing the reader to make that deduction on their own would have made for a better read. The results speak for themselves and I am convinced of the merit behind the concept and the methodology of The Culture Code. I do not need to be told, repeatedly, about the brilliance of the culture code. I can draw my own conclusions.
Overbearing ego aside, The Culture Code is the first marketing book I have read that didn’t tell me how to think, but instead offers a convincing reason to explain the way I already think.
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Tags: Business Principles, Marketing
Posted in Advertising, Business Principles, Marketing
