You cannot throw a rock in an airport bookstore these days without hitting half a dozen books offering "insights into global branding." The Culture Code by French marketing guru and psychoanalyst Clotaire Rapaille is yet another "national best seller," apparently. This time, we are promised "profound insights and ideas that have enormous consequences for today's organizations" and a warning that this is required reading if we want to understand customers, constituencies and "crowds." Does it live up to these expectations? Frankly, no. Although there are interesting insights ... To read this entire article you must be a MultiLingual subscriber. For immediate access to the current issue, subscribe to the digital version. Already a subscriber?

Above excerpt taken from the March 2008 issue of MultiLingual published by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, Idaho 83864-1495 USA, 208-263-8178, Fax: 208-263-6310. Subscribe