On Strategy Showcase

W+K’s Marcus Collins on culture's influence on what and why we buy

Feb 12, 2023

48:24

Episode guests

Marcus Collins

Highlights

AI Chapters

Episode notes

The Gift in the Curse

02:07

Beats by Dre Headphones

02:04

What Does the Brand Mean?

02:25

Introduction

5min

How Should We Define Culture?

3min

Is There One Culture That We Can Be a Part Of?

4min

Being a Single Man, Become a Father, Isn't It?

3min

The Influence of Culture as a Marketer

2min

The Gift in the Curse

2min

Nike, You Being a White and a Kennedy Man, Nike Is So Great at This

2min

Nike Is the Voice of the Athlete

3min

How Critical Culture Shapes Our Decisions

2min

10.

Brands and Cultural Influences - Sidestep the Value Propositions

2min

11.

Beats by Dre Headphones

2min

12.

What Does the Brand Mean?

2min

13.

Jack Daniels

3min

14.

Do You Have a Brand Proposition? Is It the Same Journey?

2min

15.

Do You Have a Tribe?

3min

16.

You Start With the Soul and End With the Sale

2min

17.

Is There a Congruence Between Brand and Product?

2min

18.

Are You Trying to Create Your Own Tribe?

2min

19.

Dove

4min

Marcus’ book demonstrates the risks of chasing product-based value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.

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