Building a Culturally Relevant Brand with Marcus Collins
In this episode of the Brand Gravity Show, I sit down with Marcus Collins to explore the power of creating a culturally-relevant brand. We discuss how decoding cultural behaviors can give you a unique and powerful insight into why people behave the way they do. Whether you’re a CEO, brand visionary, or entrepreneur – understanding culture can help you build a stronger brand and connect with your audience on a deeper level. You’re in for a treat.. This entertaining conversation is full of insights.
Dr. Marcus Collins, author of “For the Culture: The Power Behind What We Buy, What We Do, and Who we Want to Be,” is an award-winning marketer and cultural translator who knows how to make behavior change happens through true cultural engagement.
With one foot in the world of practice as head of strategy at Whedon Kennedy, New York, and the other in academia as a clinical assistant professor at the Ross School of Business, University of Michigan – Marcus brings a unique perspective to the table. Plus, he’s got some serious marketing chops, having worked on successful campaigns for Google, Made in America Festival, and the Brooklyn Nets.
We talk about:
[0:00] Intro
[2:32] What inspired Marcus to write his new book
[5:06] The definition of culture
[6:38] The Brooklyn Nets – subverting traditional marketing wisdoms
[11:23] Culture alignment for your brand
[16:27] How to differentiate in a crowded market
[19:35] Marketing to people, not businesses
[24:03] When and why should brands join the discourse
[27:06] IPO: a tool for making ethical decisions
[32:29] What every entrepreneur should know
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