Nigel Hollis

While economic and demographic differences between markets have obvious ramifications for business, it is culture that most affects the development and marketing of brands. Culture - the history, beliefs, customs, habits, values, and social behavior of a group of people - determines the way people will think, behave, and react to the world around them. Therefore culture has a massive effect on the acceptability and appeal of brands and their marketing communication. (via Warc)