Culture and Identity in Marketing

Hello and welcome back to my LinkedIn newsletter!?

This time, let’s dive into the fascinating world where culture meets business!

From this interview of my Newsweek show, Better, I had the privilege of speaking with Marcus Collins, the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be. Marcus brings a unique perspective from his extensive experience, including roles at Apple, spearheading digital strategy for Beyoncé, and as the Chief Strategy Officer at Wieden+Kennedy.

Embracing Our Collective Identity

Marcus shared how culture and identity are intertwined, shaping not just our personal choices but also the brands we align with. He delves into how marketers can genuinely connect with communities by understanding and respecting their cultural identity, avoiding the pitfalls of cultural appropriation through a deep appreciation, and acknowledgment of these identities' intrinsic values.

Lessons from Beyoncé's Beyhive

A standout moment from our talk highlighted the transformation of Beyoncé's fan community from a proposed "Beyond" to the organically formed "Beyhive." This shift underscores the importance of not just creating but facilitating communities, recognizing and nurturing their shared ideologies, and using our platforms to amplify their voices.

The Vital Role of Cultural Contagion

Marcus also touched on the concept of cultural contagion, exploring the dynamics that make ideas and trends go viral within communities. It's about finding the sweet spot where a brand's message resonates deeply with a community's identity and values, sparking a genuine connection that transcends mere transactions.

Bridging the Gap Between Academia and Practice

He also shed light on the vital connection between academic theory and business practice, emphasizing the importance of merging rigorous academic inquiry with the fast-paced demands of business execution. This dual focus not only narrows the gap between theory and practice but also enriches our understanding of marketing's role in cultural dynamics. Taking that approach reminds us that to truly innovate and resonate in today's market, we must be perpetual students, always willing to learn from both the classroom and the marketplace.

As always, I'm thrilled to bring these conversations to you, sparking ideas and discussions that I hope will enrich your understanding of our shared cultures and identities. For more from Marcus, he is also offering a course with fellow University of Michigan professor Cheri Alexander on Coursera about personal branding. And if you’d like more thoughts on culture and integrated branding from me, sign up for my email list.

Wishing you health and success,

Dorie