WARC talks targeting taste communities

This episode of WARC talks discusses targeting taste communities with strategy executive and author of The Business of Aspiration, Ana Andjelic.

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Timestamps

01:06 – Communities, and not individuals are the new unit of marketing. 02:51 – The demise of the third-party cookie. 05:50 – The difference between a community and a target market. 09:42 – What does Netflix do well? 12:53 – Social pressure and trend spreading. 15:41 – Metaverse, NFTs and blockchain. 21:00 – As a brand, how do you create communities and tap into communities. 25:31 – Products belong to people, not the brand. 28:09 – Personalise creative for different tastes. 30:26 – Grow your brand with micro-niches. 31:20 – People are the communities they belong to.

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