On the evening of November 5th 2019, members and friends of the German Australian Business Council were introduced by Martin Karaffa, Associate Partner at Hofstede Insights, to the world of branding and advertising, observed from the cultural point of view. Martin successfully engaged the audience by comparing the “me-culture” vs. “us-culture” and explained the effects of individualism vs. collectivism in the formation of repurchase intent. Using the cultural dimension of high “power distance” in some countries, Martin explained why luxury cars serve as power indicators. He also explained further cultural factors such as uncertainty avoidance, masculinity etc. and their effect on branding using very sophisticated techniques. The result was a thoroughly thought-provoking presentation. In addition, the cosy atmosphere at CADU and the delicious tapas style food made for a very enjoyable evening.
We would like to thank Martin Karaffa for his presentation.