Cultural Intelligence for Marketers

Introduction

A New Paradigm for Culturally Fluent Brands

Sometimes people say to me that cultural studies thinks culture is everything, but I don’t think that at all. I think culture is very important; more than important, it’s absolutely constitutive. But it’s also one among other things—how could you not be also interested in capital, or war, and be alive today? Of course culture isn’t everything. But culture is a dimension of everything. Every practice exists in the material world and simultaneously signifies, is the bearer of meaning and value. Everything both exists and is imagined. And if you want to play in the area where deep feelings are involved, which people hardly understand, you have to look at culture.

STUART HALL, IN CONVERSATION ...