Marketing and branding in the digital age is a constantly evolving realm to manage, but it’s one that Marcus Collins has mastered. Marcus joins On Leadership to share the importance of understanding culture and how it shapes human behavior and brand perceptions. He discusses the concept of finding your congregation, or your community of people who share a brand’s beliefs and values, and use the brand to communicate their own worldviews. Marcus offers practical advice for executives and leaders on how to build a strong social media presence by focusing on communicating their beliefs and values rather than just promoting their products.