Talks at Google
The Power Behind What We Buy, What We Do, and Who We Want to Be | Marcus Collins
Apr 15, 2025
Marcus Collins, a Professor at the University of Michigan and former Chief Strategy Officer at Wieden & Kennedy, dives into how cultural subscriptions drive our purchasing choices and shape personal identity. He discusses the evolution of branding, emphasizing the importance of authenticity in the digital age. Collins also explores the intersection of technology and culture, predicting future cultural influencers and advocating for a personal brand rooted in genuine service. His insights reveal the critical role culture plays in both consumer behavior and societal norms.
44:47
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Quick takeaways
- Culture shapes our identities and decisions, emphasizing the need for marketers to deeply understand cultural contexts for effective engagement.
- Brands must thoughtfully join cultural dialogues, ensuring authenticity and alignment with their core values to foster consumer trust.
Deep dives
The Role of Culture in Marketing
Culture profoundly influences human behavior, determining how individuals identify, interact, and make decisions. It serves as a system of expectations and conventions, shaping the products we buy, the places we frequent, and the norms we follow. This influence is particularly significant for marketers, who must understand cultural contexts to effectively engage with target audiences. The inability to define culture clearly leads to missed opportunities, suggesting that practitioners must unpack its complexities to leverage its power effectively.
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