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Dr. Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice–as the head of strategy at Wieden+Kennedy, NY–and one foot in the world of academia–as a clinical assistant professor of marketing at the Ross School of Business, University of Michigan. His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike.
PODCAST INFO:
The Learning With Lowell show is a series for the everyday mammal. In this show we’ll learn about leadership, science, and people building their change into the world. The goal is to dig deeply into people who most of us wouldn’t normally ever get to hear. The Host of the show – Lowell Thompson- is a lifelong autodidact, serial problem solver, and founder of startups.
LINKS
Spotify: https://open.spotify.com/show/66eFLHQclKe5p3bMXsCTRH
RSS: https://www.learningwithlowell.com/feed/podcast/
Youtube: https://www.youtube.com/channel/UCzri06unR-lMXbl6sqWP_-Q
Youtube clips: https://www.youtube.com/channel/UC-B5x371AzTGgK-_q3U_KfA
Website: https://www.learningwithlowell.com
Marcus collins links
https://www.amazon.com/Culture-Power-Behind-What-Want/dp/1541700961
https://marctothec.com/info
https://michiganross.umich.edu/faculty-research/faculty/marcus-collins
https://www.linkedin.com/in/marctothec
Timestamps
00:00 Introducing Marcus Collins
00:30 Cultural Safari
02:45 Learn culture of a region
05:45 Test this out
08:20 Advice for seeing culture / shared experiences
10:30 Cultural explorations
12:40 Understanding people
14:42 Compliments
16:15 Dating norms
19:35 Testing out phrases / assumptions
21:15 Comedians
22:55 Breaking social norms /seinfeld
24:50 Culturally ubiquitous / ways to signify personhood
28:10 Finding core culture identity / masks
33:30 All the world is a stage
37:44 Marketing with culture
40:45 Branding/ dopamine
43:50 Marketing adjusting to new age / budweiser / music fest
46:45 Changing music fest
49:00 Taylor Swift / Beyonce / community
51:10 Apple / nike/beyonce / building social norms
54:00 Seeing new trends to apply to marketing
57:44 Building skill to be present
01:01:10 Social theory changing vs stable / All about the culture
01:03:22 Next books
01:04:40 finding stories
01:06:20 How to leading a culture
01:09:10 Testing culture leading
01:10:40 Stranger Things & Eggo campaign Marketing / Advertising
01:15:25 Learning and failing for large campaigns
01:18:00 Derisking large marketing campaigns
01:21:00 Calibrating
01:22:40 Working with big clients
01:24:50 Designing campaigns
01:26:40 Theory for everything / People don’t use causality based theory in marketing
01:29:50 Cognitive biases
01:30:44 Books to stay away from
01:32:20 Evangelicals
01:33:00 Elon musk, Taylor swift, for who has biggest cultural impact
01:35:30 Learning in 2024