While coherent brand identities are seen as an achievement for strategists, diversifying societies challenge this narrative. Canvas8 spoke to Dr. Maria Rodas about how tapping into cognitive flexibility and inviting people to connect with contradictions can help engage bicultural audiences.
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Maria Rodas is professor of marketing at the Gies College of Business, University of Illinois at Urbana-Champaign (UIUC). Her research interests focus on branding, and cross-cultural and multicultural consumer behaviour. Prior to joining UIUC, she was assistant professor of marketing at the University of Southern California’s Marshall School of Business and received her PhD from the University of Minnesota. Dr Rodas received an MBA from Columbia University and spent a decade working in management consulting and the consumer packaged-goods industry. Her industry experience is predominantly in brand management, with brands including Yoplait, Old El Paso, Wrigley’s Extra Gum, and Palmolive.
India Doyle is editorial director at Canvas8, helping brands to understand culture and their place in it. She leads a global editorial team to deliver strategic, actionable insights that keep Canvas8 members in tune with their audience. With over 10 years of experience as a culture and fashion journalist, India has contributed to the likes of SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.
