1、CULTURAL INTELLIGENCE How can brands and communication travel across cultures?September 2022 AUTHORSArnaud Debia Carine Baladda-Brenas Louis Rougier Sandro Kaulartz Radhecka RoyIPSOS VIEWSeffects).The result was shocking:on average only 31%of ads achieved the same performance in two countries.It loo

2、ks like flipping a coin will yield better chances and we expect very few brand builders would be happy to see their advertising effectiveness drop to such a low level by crossing the border,e.g.from Great Britain to France,when expecting it to be average.This would mean a waste of money and almost n

3、o impact at all.And when we are shifting our analysis to look at longer-term brand effects(brand performance,brand closeness),the transferability rate remains the same.What is also interesting to notice is that creative advertising transferability can reshape some geographies.If one were to ask wher

4、e a US ad would perform the best in a choice of Brazil,Great Britain or France,many would certainly vote for Great Britain assuming the shared language and some common historical roots would be enough to guarantee a safe travel.A few would perhaps assume that Brazil,being geographically close,would

5、be a good bet.Yet our meta-analysis shows otherwise:France is actually the closest to the USA when it comes to ad transferability.Part of the explanation might come from the unique and specific tonality of British advertising,which makes it an island difficult to land on,while US and French advertis

6、ing styles might be somewhat closer.While this analysis has been designed for advertising specifically,this transferability also applies when looking at brands and their innovation.And,as surprising as this is,there is a simple explanation to the challenge behind brand and communication travel:cultu