Cultural Code

For that reason they positively associate the coffee with home and aroma and the successful campaigns in the EE.UU do not appeal to the flavor of the coffee but to the aroma and the idea of home. The theory of Rapaille maintains, that we needed to learn all the possible one on the lmbicos mechanisms of answer of the people stops to motivate them and to attract them with our products and services, when in addition we touched to its system reptile, the commitment is complete. On the other hand to appeal to people with logical arguments (cerebral crust), rarely produces a great impact. It indicates Silvia to us Chauvin, that in its new book Cultural The Code Rapaille explains the value of knowing the codes the different cultures by means of the example from I bequeath. When the Danish company sent its famous blocks of construction, it achieved an instantaneous success in Germany where the sales did not stop to raise, whereas in the USA. the sales were shipwrecked. The direction of the company thought that one of the secrets of its success had to the quality (including clarity) of the instructions that each box brought to help the boys to construct a particular model.

If its childhood remembers, as much Lego as 1000 bricks, had a specific model by box, with the blocks to construct it (although I remember to construct what felt like to me). The instructions were clear, precise, colorful and practically car-explicatorias. Why the product worked so well in Germany and so badly in the EE.UU.? The North American boys broke the box abrir it quickly, as soon as they watched the instructions (if they watched ) and they plunged themselves to construct what they had in mind and not what the model proposed. Once finished they disarmed, and they began to construct it another new one, and thus time and time again.