Marcus Collins, an award-winning marketer and cultural translator, dives into the psychology behind consumer buying decisions. He emphasizes that identity often drives purchases more than product features. Collins explores how culture influences behavior and the power of brands as community builders, using Patagonia as a prime example. He also discusses the challenges of fan engagement in the digital realm and the importance of shifting perspectives to foster deeper connections. Understanding 'why' people buy is crucial for authentic brand engagement.
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insights INSIGHT
Culture's Influence on Consumption
Culture influences how people consume, focusing on product usage and reasons.
Understanding these aspects empowers business leaders to drive behavior adoption.
question_answer ANECDOTE
Patagonia's Environmental Focus
Patagonia prioritizes minimizing environmental impact over selling products.
They encouraged customers to repair existing jackets instead of buying new ones, demonstrating their commitment.
insights INSIGHT
Congregations and Shared Beliefs
Congregations share common beliefs and act collectively, extending beyond religious contexts.
Shared beliefs and belonging create strong connections within these collectives.
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The Power Behind What We Buy, What We Do, and Who We Want to Be
Marcus Collins
In "For the Culture," Marcus Collins explores the profound influence of culture on our choices, actions, and identities. He delves into how cultural forces shape our purchasing decisions, career paths, and even our relationships. Collins examines the interplay between personal beliefs, cultural norms, and brand marketing, revealing how companies can leverage cultural understanding to achieve success. The book offers practical strategies for individuals and organizations to navigate the complexities of culture and harness its power for positive impact. It's a valuable resource for anyone seeking to understand the cultural landscape and its impact on various aspects of life.
Marcus Collins: For the Culture
Marcus Collins is an award-winning marketer and cultural translator. He is a recipient of Advertising Age’s 40 Under 40 award and Crain’s Business 40 Under 40 award and a recent inductee to the American Advertising Federation’s Hall of Achievement. He has worked for several top advertising agencies, and his strategies and creative contributions have led to the success of Budweiser’s Made in America music festival, the launch of the Brooklyn Nets (“Hello Brooklyn!”), and State Farm’s “Cliff Paul” campaign, among others. Prior to his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.
He is a marketing professor at the Ross School of Business, University of Michigan, and faculty director for the school’s executive education partnership with Google. Marcus delivers keynote talks across the globe for companies and conferences such as the Cannes Lions International Festival for Creativity, SXSW, Social Media Week, Adcolor, Hyper Island, TEDx, and Talks at Google. He is the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be*.
Whether you’re in a sales and marketing role or not, every leader needs to appreciate the psychology of why people buy. Often we assume people buy because of what the product or service provides. But as Marcus and I discuss in this episode, people often buy because of who they are.
Key Points
For getting people to move, nothing is more powerful than aligning with culture.
Anaïs Nin said, “We don’t see things as they are, we see them as we are.”
Audiences buy because of what the product is, but congregations buy because of who they are.
Many leaders assume people love their brand -- but it's not really about the brand, it's about how people view themselves.
Begin with examining your own thinking and language regarding customer relationships and transactions. How you view these influences the actions of others.
Resources Mentioned
For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be* by Marcus Collins
Interview Notes
Download my interview notes in PDF format (free membership required).
Related Episodes
Start With Why, with Simon Sinek (episode 223)
Serve Others Through Marketing, with Seth Godin (episode 381)
The Way to Earn Attention, with Raja Rajamannar (episode 521)
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