W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
Brands and Cultural Influences - Sidestep the Value Propositions
Cultural engagement is the most powerful vehicle for influencing behavior. It means sidestepping those conventional wisdom of positioning and value propositions to set focusing on identity congruence. For instance, bows is a demonstrably better headphone than Beats by Dre. Why? Because when we're at Beats by Dre headphones, it says something about who I am.
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