Culture 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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What 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.

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