Culture: The Hidden Force Shaping Behavior and Belonging (Outthinkers Podcast #131)

When speaking about corporate culture, Howard Schultz, CEO of Starbucks, once said “The only thing we have is one another. The only competitive advantage we have is the culture and values of the company.”

Truly powerful brands create cultures that enhance the customer experience and build consumer loyalty. By fostering an internal culture that employees embrace and embody, companies can create positive public perception and lasting customer commitment.

Award-winning marketer and cultural translator Dr. Marcus Collins knows how to build an enthusiastic culture around brands, products, and services. He ran digital strategy for pop star Beyoncé and worked on iTunes + Nike sports music initiatives at Apple, including Beats by Dr. Dre. His strategies and creative contributions have led to the launch and success of McDonald’s cultural resurgence, Google’s “Real Tone” technology, and the “Made in America” music festival.

Dr. Collins recently joined me for a conversation on the Outthinkers Podcast, in which he shared insights from his best-selling book, For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be. His perspective on the intersection of culture and commerce offers valuable lessons for any organization looking to build deeper connections with their audience.

Read on for a summary or listen to the full episode here.

What is Culture?

Early sociologists Emile Durkheim and Max Weber studied the concept of culture as far back as the 1890s. Particularly insightful, Durkheim explained culture as a system of conventions and expectations that define our identity and govern our behavior. This system becomes our operating system, influencing everything from our daily choices to our worldview.

According to Dr. Collins, culture is unparalleled in how much influence it has over us and we should be studying it much more than we currently do.

Nike Example: Culture in Action

Nike's approach to brand building offers a masterclass in cultural connection. Their fundamental belief that every human is an athlete speaks directly to people's identity rather than focusing on product attributes. Nike’s iconic "Just Do It" campaign doesn't sell shoes – it sells a belief system. When people recognize their identity in this narrative, they don't just see a brand; they see themselves.

This example illustrates a crucial point: successful brand-culture alignment goes beyond demographics. It's about connecting with people's core beliefs and self-perception.

Three Systems That Define Culture

Drawing from the work of cultural scholar Raymond Williams, we can understand culture through three interconnected systems:

1. Beliefs and Ideologies: These are the foundational truths people hold about the world and the stories they tell themselves based on these truths. They form the lens through which people interpret their experiences.
2. Shared Way of Life: These are the behavioral manifestations of beliefs and ideologies, including everything from daily rituals to social norms, ceremonies, traditions, and language. They're the visible expressions of cultural identity.
3. Cultural Production: This encompasses all forms of creative output – literature, film, music, brands, and products. These are the tangible artifacts that both reflect and shape cultural identity.

Can You Build Culture? Yes, You Can

Organizations that successfully build strong internal cultures understand that it's about more than just company policies. It's about creating shared expectations, language, and behaviors that make people feel they belong.

For instance, e.l.f. Cosmetics has developed its own internal language where "anything is e.l.f.ing possible," creating linguistic shortcuts that enhance productivity and strengthen community bonds.

Zappos empowers employees to make decisions that best serve customers, creating a bond between the company’s culture and the consumer. These norms build corporate environments that lead to greater gains.

A New Approach to Activating Culture

The traditional "spray and pray" model of marketing and communications is giving way to a more nuanced understanding of how culture spreads. Most consumer decisions are influenced by peer behavior – imagine thinking "people like me do things like this.” This insight suggests a more effective approach to building brand culture:

1. Identify and activate network effects by connecting with people who share your worldview
2. Communicate beliefs and brand identity rather than just features
3. Let authentic peer influence drive adoption
4. Start with those most likely to embrace your message, allowing cultural diffusion to occur naturally

By understanding and leveraging these cultural dynamics, companies and strategists can create more meaningful connections with their audiences and drive sustainable growth through authentic cultural alignment.

For more insights on this topic, listen to the full conversation with Dr. Collins on the Outthinkers Podcast. You can also find him on LinkedIn and X.