US EditionThe Lexus lesson: How cultural fluency drives long-term brand loyalty
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The Lexus lesson: How cultural fluency drives long-term brand loyalty
This article was originally published in 2009 and was last updated on June 27, 2025. Tension: Marketers want to authentically connect with diverse audiences, but still treat multicultural consumers as secondary or “specialized” segments—missing deeper integration. Noise: Legacy playbooks focus on representation as the finish line, or lean too heavily on flashy events without sustained engagement—failing to deliver long-term brand value. Direc…
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