The Culture Code
Broadway Books (www.broadwaybooks.com)
Imprint and its code: Like a lock and its combination
What is ‘culture code'? Rapaille defines it as "the unconscious meaning we apply to any given thing - a car, a type of food, a relationship, even a country - via the culture in which we are raised." For instance, the code for Jeep in the US is ‘horse,' he discovers, and therefore advises Chrysler engineers to replace the square headlights with round ones. "Because horses have round eyes, not square ones." Also, "The Wrangler needed to have removable doors and an open top because drivers wanted to feel the wind around them, as though they were riding a horse."