They may eat differently, have different views on sex, marriage and religion. But they all want to be happy, rich, respected and comfortable. In finance and business, people often have the same motivation. So never ignore an idea that has worked in another country. Many companies find similar approaches work, such as The Franklin Mint, American Express, Reader's Digest, Lever Brothers, Disney and Coca Cola.
Cultures differ - but if the benefits of the product apply, then the same approach often works.
First try what's worked elsewhere, with the minimum change to suit the market. Then try something else if that doesn't succeed. Cultures affect how decisions are made. The same with families. Never write an advertisement which you wouldn't want your family to read.