"Culture is sort of the sea we swim in," says marketing professor. "We wake up in the morning thinking that we have all this agency ... But there might be things that I can't even articulate, why I dress this way or why I like that music" Instead of focusing on value propositions and positioning statements, marketers should start with who these people are; then introduce the product.
This week: Marcus Collins, who teaches marketing at the University of Michigan's business school and serves as the chief strategy officer at Wieden+Kennedy, shares five key insights from his book "For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be."