Latest / Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence
Operating at the Speed of Culture with Sally Barton of Mondelez International
Sally Barton, the US Marketing Excellence Lead at Mondelez International, explores the critical role of cultural intelligence in today’s fragmented consumer landscape. Sally discusses why understanding culture goes far beyond simple demographics, especially for heritage brands like Oreo and Cadbury. She emphasizes that the primary challenge for marketers today is "speed," the ability to understand, respond, and participate in culture authentically before a trend passes and the brand becomes "irrelevant."
Sally also shares her perspective on the practical application of AI, viewing it as a…
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