... terms of mastering or changingthe environment, or of being part of a community or of striving for 216 BUSINESS ACROSS CULTURES AsproA young couple is woken by an alarm clock at 6.30 am. Theman ... Express, Microsoft, and Procter & Gamble are good exam-ples of Ruler brands. American Express, for example, had asuccessful campaign in which easily-recognized personalities used 213 MARKETING ... code for time, for example, is an animal onethat emphasizes short-termism and the immediate present: just doit, instant gratification, shareholder value, “greed,” and the like. Thelong-term Japanese...