ABSTRACT
Culture is a difficult subject to tackle. There is the dominant culture of a country; the cultural imperative of the United States is “to do,” the United Kingdom (UK), “to be,” France, “to think,” Japan, “to obey.” The Fundamental Human Belief, for discussion's sake, is Connections, the connections between friends and family that give life meaning. The Belief needs to be expressed in a way that conforms with cultural imperatives. Generation after generation seeks to express its way of living the best, happiest, most fulfilling life. Fundamental Human Beliefs are above cultural values. Beliefs about Belonging, Mission, Identity, Capabilities are universal and people define ourselves against those Beliefs. Brands tied to those Beliefs are, as such, more meaningful to people.
