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Who we are
We are an international organisation, with offices in the
UK, USA and Australia and representative offices in Sweden
and Brazil. We have been operating in the United Kingdom since
1988.
What we do
We offer a specialised service that provides key knowledge
for: brand building, new product development, identifying
new segments, tailoring messages to consumers and organisational
change and integration.
Our process fulfils two roles; one is to provide key knowledge
for companies’ strategic planing process. The other is
to develop client teams who will implement this strategic
knowledge on an ongoing basis.
How we do it
We have developed a systematic process that translates the
contradictions of human behaviour into something concrete,
identifying people’s emerging needs with remarkable accuracy.
During a project the members of the client team become experts
in using this strategic knowledge. The ‘core competence’
remains within the client’s organisation.
Scientific Background
We draw on the latest discoveries in the neural sciences,
linguistics, psychology and anthropology and apply them in
the world of business.
Recent discoveries in the field of the neural sciences teach
us that:
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Emotion is the trigger to action |
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The rational system follows the emotional
system |
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Present actions are driven by past experiences |
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Present experiences dictate our emerging
needs |
The Imprint analysis incorporates this knowledge of the human
mind to determine people’s emerging needs and ‘entry-points’
for effective communication.
What makes Cultural Imprint unique
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We have a systematic process to identify
people’s emerging needs and ‘entry points' for
effective communication |
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‘People say one thing and do another.’
We find out what they really want! |
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The process serves as a 'truth detector'
to reveal how consumers feel about brands |
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Client participation allows companies to
reconnect with their audiences |
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Development of a client team enables the
results to be implemented on an ongoing basis |
Management
Cristina Afors - President and Founder
Cristina is a graduate in economics from Fundacao Getulio
Vargas, Brazil. She studied social psychology at the London
School of Economics and psychoanalysis at the Tavistock Institute,
London. Cristina founded Cultural Imprint in 1988 and has
extensive experience working with large multinational companies
across a wide range of industries and services
John Evans - Vice President
John obtained a PhD in psychology from the University of Western
Australia. He has taught in psychology departments at several
Australian universities, and has also lectured in personnel
management, business and human resource, micro computing,
management science and business related courses at the David
Syme Business School. He began consulting in 1981, where he
worked with a number of corporations, providing an array of
consultancy services. John joined Cultural Imprint in 1993
Marilyn Zuckerman Michaels - Vice President
Prior to joining Cultural Imprint in 1999, Marilyn led AT&T
Solutions' Management practice, where she provided consulting
services for Global 2000 companies. She specialised in building
and managing worldwide change management initiatives, enabling
successful business transformation. Marilyn has also held
management positions in AT&T Bell Labs, American Hoescht,
ITT and RCA, and is the author of the successful book 'Incredibly
American'
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