In today's marketing landscape, culture takes priority as marketers strive to connect with consumers using the language of characters, fashion, music, lingo, norms, and aspirations. Success hinges on marketing strategies aligning with culture, while offenses can lead to damaging outcomes. Consumer opinions on cultures and values significantly influence brand choices, but there's often a difference between what they say and what they do when they buy. Consumers also show their cultural preferences in other ways, which can affect brands. So, marketers need to make sure they understand and respect consumer culture and values.

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