Marketing is the act of going to market in an effort to get people to adopt behavior. I look at culture through a Durkheimian lens, he says. We consume as a way to make our culture and material signal who we are to the world so that we might be able to stay in good standing with our people.
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."