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‘The Global Code’: Reshaping luxury real estate as we know it

05/31/2016

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In his new book “The Global Code,” anthropologist, psychiatrist and world-renowned marketing guru Clotaire Rapaille argues that technology is giving birth to a set of new global codes. These global codes differ radically from the individual country culture codes that have dominated our past approaches to marketing. Members of the “satellite tribe” are setting the standards for what these new codes entail, especially for the luxury real estate market. I have written numerous columns about Clotaire Rapaille and what his research shows about culture codes for various countries. A culture code is what causes people from that country to buy. For example, in the United States, our culture codes for buying are “dream, hope, and fix it.” Bill Clinton and Barack Obama rod…

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