Marketer and academic Marcus Collins says the future of brand will be communal. The earliest established brand was founded in the 1700s by Josiah Wedgwood, who created pottery. Today's most powerful brands leverage culture to connect with people because of its connection to identity.
Welcome back to our week-long masterclass with marketing magician Marcus Collins. He ran digital strategy for Beyoncé; teaches at the Ross School of Business, University of Michigan; serves as chief strategy officer at Wieden+Kennedy; and wrote a great book called "For the Culture." Today, he explains why he thinks the brands that'll succeed in the future will make consumers feel like they're part of a community.