Talks at Google The Power Behind What We Buy, What We Do, and Who We Want to Be | Marcus Collins
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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.
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Culture's Power and Definition
- Culture is a powerful influence, yet often vaguely understood.
- Defining culture concretely is crucial for leveraging its power.
Societal Pressure and Career Choices
- Marcus Collins shares his personal experience of societal pressure influencing his career choices.
- He initially pursued engineering due to expectations but later discovered his passion for songwriting.
Culture Defined
- Culture is a system of expectations and conventions governing how people within a group behave.
- It's rooted in identity and expressed through beliefs, lifestyles, and cultural products.
