A World of Branding: What the Lewis Model Teaches Us About Empathetic Marketing
Welcome back, adventurous readers! Staring at the intricate cultural tapestry of the world or your multicultural local community can feel a bit like juggling watermelons while balancing on a unicycle - quite the challenge, wouldn’t you agree?
But hang on to your unicycles folks, because the Lewis Model is here to turn that challenge into a charming cha-cha!
Developed by maestro of linguistics Richard Lewis, the Lewis Model identifies different cultural communication and management styles across three main categories: Linear-Active, Multi-Active, and Reactive. The model can be used to understand how your branding will be communicated both in society and business on a global scale!
Picture this: If cultures were attending a party, Linear-Actives would be at the corner, organising the event down to the minute. Multi-Actives would be the life of the party, mingling, laughing, and embracing everyone. Meanwhile, the Reactives, ever the wallflowers, would be quietly observing, delivering thoughtful responses only when engaged.
Now, here’s the fun part. Brands are not just fancy logos, catchy taglines, or memorable jingles. They are living, breathing, and (sometimes) partying entities, dancing to the tune of different cultures. Using the Lewis Model, we can choreograph our brands to jive, tango, or waltz, depending on our audience's preferences.
So, what does this mean for a real- life brand?
Let's set the scene: You're unveiling a brand of eco-friendly kitchen appliances.
For the Linear-Active folks in Germany, you'd highlight efficiency, durability, and the precision engineering - picture an appliance version of a well-oiled German automobile.
For the Multi-Active folks in Italy, you'd focus on the cosy family gatherings, sumptuous meals, and heart-to-heart chats your appliances enable – essentially, you're selling a 'famiglia' feel in a kitchen gadget.
For the Reactive cultures in Japan, it’s about the harmony with nature, respect for tradition, and zen serenity your products inspire in a kitchen – it’s less about cooking, more about mindfulness. Isn’t that like cooking up a global branding feast?
Having a real understanding of your audience and what they value in the appliance allows you to tailor how the product is viewed and can create an emotional connection to a brand.
But, the secret sauce of branding?
It’s empathy, combined with a deep understanding of your audience. It's like preparing for a date; you don't just memorise your partner's favourite food, you learn to appreciate why they love it. That’s the dance of branding – understanding the beat of your audience's drum, and dancing in sync.
Venturing to the land Down Under, such a diverse multi-cultural country, Australia has its unique rhythm. A hybrid of Linear-Active and Multi-Active traits, Aussies fancy brands that are as honest as a barbie in the outback and as warm as a summer’s day in Sydney. Brands need to chat, chuckle, and charm, while delivering on their promises. It’s all about striking a balance between a friendly yarn and straight-talking authenticity.
The Lewis Model can act as a guide to help us discover the diverse terrains of multicultural local or global brand personas, and combined with empathy, we can weave compelling brand narratives that resonate personally, foster trust, and build loyal followings.
Embark on a journey of self-discovery: where do you find yourself or your target audience in Lewis’ cultural triangle? Remember, this extends beyond branding to every facet of life, permeating everyday interactions from sales, marketing and human resources to personal relationships, groups, companies, and even influencers
Therefore, adventurous readers, channel your inner Mad Hatters! Embrace the 'madness', don creativity, spontaneity, and unconventional ideas and make the journey engaging and full of empathy. Remember, it's a wild branding world out there, a vibrant tapestry of cultures each dancing to their own rhythm. The Lewis Model teaches us the value of adapting from Linear-Active precision to Multi-Active engagement and Reactive harmony. It's a roadmap for clear communication, effective planning, and relationship building across diverse cultures.
Although this Model was called "an authoritative roadmap to navigating the world's economy," by the Wall Street Journal (insert shock sound!), it certainly can help us to better understand people in every walk of life.
We are now set to explore this diverse ‘wonderland’ of potential. Let’s celebrate our shared uniqueness and ‘madness,’ for as the Cheshire Cat wisely reminds us - ‘We’re all mad here.’ Don't miss out on a valuable resource! Download the Lewis Model poster below.
As always, stay classy!
Designed by Angela Salerno
Unlock the secrets of cross-cultural communication and gain better connections, foster meaningful relationships, and enhance your business acumen with our FREE Lewis Model poster! This comprehensive poster designed by Angela Salerno that delves into the Linear-Active, Multi-Active, and Reactive cultural traits, helping you navigate diverse cultural landscapes effortlessly.
Click the link below to access your FREE Lewis Model poster and find out what you and your client is in relation to this model!
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