The Apple versus Android thing is deep. I've noticed it in my own community. We're attached to it because our identities are attached to it. And I think it leads to the next shift from a love mark to identity mark, what I will say is the future of brand. It's written on the walls that if we use brands today, the most powerful brands today are used to express our identity,. The brands of tomorrow will have to be communal in nature.
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.