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In today’s episode, we cover culture with Dr Marcus Collins. Marcus is an award-winning marketer and cultural translator, the head of strategy at Wieden+Kennedy New York, a clinical assistant professor of marketing at the Ross School of Business, University of Michigan, and the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.

Introduction

Culture is as much a part of everyday life as the air we breathe, but how do we define what a culture is, what is the secret that marketers use to tap into culture and motivate you to take action, and how do you build your own culture (or find a new one)?

What to Listen For

Introduction – 0:00
What does the word culture mean and why is culture so important to us?
What are the three systems that make up culture?

Fast Culture vs Slow Culture – 15:15
Why do certain aspects of culture move faster than others and how do they influence each other?
Why is it taboo to talk openly about politics, religion, and money?

Role Theory – 30:11
What is role theory and how is it embedded in every culture?
What is the difference between cultural appropriation and cultural appreciation?

How do you turn a trend into a cultural phenomenon – 45:28
What is a cultural contagion and what two factors determine whether something becomes an official part of a culture?
If you’re not part of a culture, how do you understand a culture to appreciate it and understand where members of that culture are coming from?

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