Dr. Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice--as the head of strategy at Wieden+Kennedy, NY--and one foot in the world of academia--as a clinical assistant professor of marketing at the Ross School of Business, University of Michigan.

His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. Over the course of his career, Marcus has developed a practice for creating culturally contagious ideas that inspire people to take action. His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets–among others.

I had the pleasure of speaking to Marcus about his latest book titled: For the Culture: The Power Behind the World's Most Successful Brands, from Apple to Beyoncé

Some of the topics we discussed includes: 

1. Why is Culture a word that is often used, but misunderstood and what are the systems that make it up?
2. The ways brands can tap into culture and how they find their 'congregation'  rather than  'audience'
3. How can brands identify with people and align their message with ones beliefs.
4. Evaluation & Legitimisation: how this taps into the idea of giving something meaning.
5. Meaning Incongruence: and why is this something that often happens with brands who are trying to get a message across. 

The Book and Audiobook: For the Culture: The Power Behind the World's Most Successful Brands, from Apple to Beyoncé
 is out now.

You can also find out more about Marcus on his website http://marctothec.com




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