Clotaire Rapaille spoke about marketing with a refreshing perspective at the Yale Club of New York City last evening (Jul 1, 2014).
What was most engaging was his underlying core premise for every marketing professional:
You need to understand
(1) the culture of a region ie the “code”
(2) the fundamental unspoken human needs that drive individuals to make the choices they do.
These two together form the foundation for addressing brand strategy in a meaningful way.
Here is an old-school chart summarizing Rapaille’s principles from his talk:
Avantika Banerjee 
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