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3. Volume 1, Chapter 3: Culture is the air we breathe
28:22||Season 1, Ep. 3Culture is like the air we breathe. It infiltrates and influences every aspect of our lives – unconsciously and consciously – through the choices we make. For brands to truly understand an audience, cultural analysis is key. Chapter 3 discusses how to identify patterns in data to gain a crucial insight into culture.
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2. Volume 1, Chapter 2: We know a nation’s people
25:28||Season 1, Ep. 2What comes to mind when you think of Australians or New Zealanders? Mullets and stubbies? Often, we resort to nicknames and stereotypes when referring to national characteristics, even when we know we shouldn’t. Chapter 2 looks beyond stereotypes to demonstrate how brands can build trust by communicating a deep understanding of national cultural codes.
1. Volume 1, Chapter 1: Representing individuals
42:39||Season 1, Ep. 1Written and narrated by Colleen Ryan, a renowned industry thought leader and TRA partner, Volume 1 of The Manifesto is divided into three chapters. Each chapter explores how to understand people at individual, national and cultural level. In Episode 1, we cover Chapter 1 of The Manifesto and how it challenges traditional ways of collecting and analysing audience data and then presents some alternatives. While it's not easy to let go of traditional demographics, competitive advantage can be gained by those willing to be the first to take the step.