I Wish They Knew podcast

(Ep. 132) Marcus Collins: Stay close to the culture

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You can't reach the consumer unless you understand the culture. In Episode 132, Marcus Collins shows us how effective marketing stays close to the culture by embracing the stories, values and beliefs of the people inside it. Marcus explains why it's better for products and ideas to be "culturally contagious," not viral; why marketing to specific demographics misses the point; and how to infuse marketing with ethical purpose. Regardless of your job, persuasion and marketing is everyone's business -- and after listening to Marcus, you'll know how make your message land and last.


Dr. Marcus Collins is an award-winning marketer and Chief Strategy Officer at Wieden+Kennedy New York, one of the world's largest independent ad agencies. Marcus was awarded a "40 under 40" award by Advertising Age and Crain Business, ran digital strategy for Beyonce, and is a marketing professor at the Ross School of Business at the University of Michigan. His latest book is For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.

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