How Top Brands Connect with Customers

It’s never been easier for brands to push their message out. But building true connections is tougher in today’s fragmented landscape.

Dr. Marcus Collins has advice for cutting through the noise. His new book, “For The Culture”, is full of insights. Marcus has worked with Beyonce, Apple, Nike and more. He’s Head of Strategy at Wieden+Kennedy, and a marketing professor at the Michigan Ross School of Business (Go Blue!).

Marcus believes people use brands to express who they are. To win now and in the future, the most successful brands will have to double down on identity, not on value proposition. Here’s everything we covered:

0:00 Introducing Dr. Marcus Collins
1:41 How brands journey through an ideology hierarchy
9:29 Enterprise-level brands go through similar journey
12:09 How companies can avoid putting a ceiling on their brand
14:21 Comedians are the best market researchers
15:58 Getting intimate with data
20:03 How the pandemic influenced marketing
23:11 Using Reddit to study communities
28:41 Why Marcus wrote a book
30:17 How to get For The Culture

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