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Identity
Identity is made up of the qualities, beliefs, personality traits, looks and expressions that define a person or a group. Identity is created through emotional perceptions of the self and of the other, and naturally creates feelings of inclusion and exclusion. It is always in the meeting with the other that the identity of the self is formed.
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Habitus
Individuals are influenced and organised by the path they tread in life, through a series of engrained habits, routines and socialised norms. Habitus is the way in which individuals come to perceive the social and cultural world around them. Consequently, it guides their everyday behaviour.
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Rite of passage
A celebration, emotional experience, or transitional moment in life when an individual leaves one social group to enter another. A rite of passage involves a significant change of status in society, where the individual grows and becomes more enlightened.
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Reciprocity
Based on the experience of exchange, reciprocity relates to the practice of giving and receiving, through objects as well as gestures. Reciprocity brings the material and the emotional world into one place, placing importance on the symbolic nature of objects and the emotional expectation of exchange.
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Cultural Tensions
A key aspect for developing brand understanding is to identify where the cultural tensions might lie.
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Mapping Cultural Change
The cultural landscape is always shifting, adapting and transforming, sometimes imperceptibly.
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Cultural Intelligence
Who we are and how we act: dress, speak, buy things, or vote are all shaped and informed by our cultural context.