The recession brought with it the urban hipster. They believed in egalitarianism, self expression and individuality. PBR became a billion dollar business because of these urban hipsters. Come back tomorrow for Marcus' insights on the culture of consumption.
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.