How Culture Shows Itself 67 as one of their own venerated elders. Loy Weston, who established KFC in Japan, used the tune as background and placed large statues of the southern gentleman colonel as a greeter outside every store. He claimed that luck was in play here, but that luck was based on his sensitivity to local folklore that valued a romantic connection with an agricultural past and venerated male elders. The incorrect use of folklore can sometimes cost the firm its share of the market. For example, associating a product with a cowboy, such as the Marlboro Man, would not be as effective in Chile or Argentina as in the United States, since in those countries the cowboy is a far less romantic figure; being a cowboy is just a job. Smirnoff’s use of the famous Ernesto “Che” Guevara’s image in an advertisement for spicy vodka in Cuba sparked controversy there, because Guevara is a national hero and Cubans felt using his image to sell the product diminished him.8 Procter and Gamble’s Pampers introduction into Asia used images of the stork’s arrival with the baby to signal product need, but most Asian cultures don’t have babies brought by storks, so the images were confusing. In Japan, for example, babies are brought by large peaches. Folklore is powerful because it conveys a package of emotions and connotations, often efficiently, even with one image. RELIGION Along with its spiritual aspect, religion is an important component of culture and responsible for many attitudes and beliefs that influence human behavior. Knowledge of the basic tenets of the religions of your markets will be useful as you build your understanding of these cultures. Each religion has its forms and traditions and expresses its beliefs through particular kinds of worship and prayer, rituals, dietary rules, and modes The Islamic Dome of the Rock in the Temple Mount, Old City of Jerusalem
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