The core function of marketing is to influence behavior. That’s what we’re in service of. That’s why we go to market. Therefore, our marketing activities should be designed to drive behavior adoption. This requires us to know a thing or two about what gets people to move. Right?

Cultural production consists of the shared work that reflects and expresses the shared POV of a community.

Here’s the kicker:
The best advertising doesn’t feel like an ad at all. Rather, it serves as cultural production, which we share w/ ppl like “us” as an identity project

Our approach to segmentation is in desperate need of an overhaul. Although our understanding of ppl and what influences behavior has evolved tremendously since the idea of segmentation was brought forward, our practices have not kept up.

Here's a way to leapfrog our latency

The skyrocketing cost of college has gotten so bad that higher education has been likened to a luxury brand, which makes its exploration worthy of our attention. So, I decided to dig into this topic in my latest piece for Forbes and the ForbesCMO.

forbes.com/sites/marcusco…

'If this ain't country; tell me what is.'

Bravo. I love how she bends and contorts the idea of 'genre' and challenges the notion of who has the right to gatekeep it--especially a genre that was co-created by the people you're trying to keep out, no less. 🙌🏽

The decline of SI is a cautionary tale of change. Not just change in the general sense but cultural change. I decided to tackle this topic in my latest piece for my Forbes column on the ForbesCMO Network. 👇👇👇

forbes.com/sites/marcusco…

Powerful.

Facts! 👇

Biggest learning working with @beyonce:
You don’t build community; you facilitate it.

Thank you soooooooo much, Angela Yee, for having me on the Way Up With Angela Yee show. I’m super grateful. I hope it was helpful for folks.

🙌🏽🙌🏽🙌🏽🙌🏽

New hardware!

Very grateful to contribute to the The Hopenclass programming last year and win in the anthemawards 🙌🏽

🙌🏽🙌🏽🙌🏽🙌🏽

In an interview with Forbes India, Dr. Marcus Collins, professor of marketing at Ross School of Business and the author of For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be, talks about the meaning of culture and how marketers can leverage that…

We have an illusion of agency because our decisions are chosen for us based on our culture—the governing operating system of humanity. And the brands that get integrated into this system, by contributing to it, are more likely to win than those that do not.

It’s not color; it’s culture.

One is a construct that is predicated on generalizations—which are often erroneous and harmful—and the other is a system—or system of systems—that is fueled by collective understanding and specificity.

#iyky

The parallels between consumer brands and artists—another kind of brand, btw—like Sno and much stronger than you think.

Check out the link between Nike and the Snowman 💪🏽

Check out who I got to hang with today…the super dope Angela Yee, who was kind enough to let me join her on her nationally syndicated radio show, Way Up With Angela Yee. How lucky am I?

Thanks so much for having me, Yee.
Super grateful for the look.
🙏🙏🙏🙏

There’s so much brilliance to unpack here, but suffice it to say, Sno gave a master class on cultural consumption when he and I chopped it up during our fireside chat with the Ross School of Business. Here are a few gems:

Let’s hang out in Chicago!

When: June 4-6, 2024
Where: McCormick Place in Chicago
Why: Retail Innovation Conference & Expo #RICE24

👇👇👇👇

retailinnovationconference.com/?utm_source=Sp…

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