“No lever influences people more consistently than culture.”

Marcus Collins is the author behind a new book that I’m absolutely obsessed with, called For the Culture, and he’s also the Chief Strategy Officer at Wieden+Kennedy, a global advertising agency best known for their work with mega brands like Nike and Budweiser.

We’re digging into all things culture today - starting with the premise of understanding culture and its influence on marketing, shared beliefs, the “identity marks” of branding, and how consumption becomes a proxy for culture.

This conversation is SO good and I can’t wait for you to tune in.

00:02:29 Culture is a powerful connection.
00:10:21 Culture is the cheat code.
00:13:59 Find connection through identity.
00:20:23 Believers, not fans.
00:24:59 Believe, then sell.
00:30:25 Spread the culture gospel.
00:31:36 Digital transformation is possible.

In This Episode:

• How Budweisier cemented themselves as a cultural product through their marketing communications and commercials
• Patagonia’s conviction and beliefs that have led to their ultimate success, plus, hear about one of their infamous Black Friday campaigns
• Why our purchase of branded products tells the world who we are and translates to finding community 
• How Nike put a stake in the ground around a cultural moment, causing a 6 billion dollar market increase for their brand after it happened (!)
• Marcus breaks down a beautiful and simple framework - get ready to write this down and iterate on it
• The tremendous amount of empathy and curiosity that are required to “find your people”

Resources & Links

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Connect with Marcus on his website and on all the social media platforms at @marctothec. Be sure to check out his new book,

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