The Relationship Between Identity and Culture

Most of us have brands we’ve always been loyal to. Maybe you stick to one brand of paper towels, or have a pair of shoes that you swear by. What drives this loyalty? Today’s guest would say that, beyond quality or familiarity, this tendency is most influenced by culture. Dr. Marcus Collins is a lecturer at the University of Michigan and a digital strategist who has run campaigns for Google, Apple, and even Beyoncé. His book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want unpacks the power of culture. He sits down with Jessi to discuss how this power influences our behavior every day.

Follow Marcus Collins on LinkedIn and check out his book here. 

Follow Jessi Hempel on LinkedIn and order her debut memoir, now available in paperback! 

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