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The Impact of Culture featuring Dr. Marcus Collins
Episode 5610th August 2023 • Brand Story • Steve Gilman
00:00:00 00:44:20

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Culture influences more than we may realize. From what we wear, who we marry, and what we support, culture is one of the most influential forces on human behavior. Yet for as often as the word is used, it’s seldom fully understood. In this episode of Brand Story, we unpack what culture is with Dr. Marcus Collins, Marketing Professor at the University of Michigan and Best-Selling Author of the book, For the Culture, and explore the relationship it has with human behavior.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

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(00:00) Introduction - Marcus Collins

(01:02) Marcus's Journey - Engineering graduate to Music Industry to Advertising

(04:46) Disruption in the Music Industry - Working for iTunes & Beyonce

(07:46) Transitioning to the Advertising world - Finding Innovation in Digital & Social Media

(11:54) Discovering an Actionable Definition of Culture

(16:07) Marcus's Book - How to Define Culture

(22:02) Marketers Need Endless Curiosity

(25:59) Finding the Familiar in the Strange - Lessons learned from an Islamic Boy-Band

(29:55) Marketers Need Elasticity

(32:41) Start With Soul, End With Sell - Emotional Decision-making

(37:19) Writing A Book - Merging Theory and Practice

(42:30) Favorite Advice

(42:47) Chapter of Life - Marcus's Phil Jackson Years

(43:36) It Takes Courage To Be You, So Be Brave