Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. 

His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. He is a recipient of Advertising Age's 40 Under 40 award and Crain's Business' 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future. Marcus’ strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.

In this episode of Building A Better Brand we’ll chat with Dr. Marcus Collins on what it was like to run digital strategy for Beyoncé, as well as build strategies and creatively contribute to the launch and success of brands like Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets. 

We’ll also discuss his new bestselling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be, where he examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action.

Connect with Dr. Marcus Collins on Instagram and LinkedIn here. 

Order your copy of For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. 

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Music by: Yugy