In the 80s, companies decided they wanted to be loved, not just trusted. Natad: We have seen another shift in brands that's not about being loved as much as it is having an impact or having some place in culture.
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.