The Secret to Finding Your Tribe Through Culture| Marcus Collins

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In today’s episode, we cover culture with Dr Marcus Collins. Marcus is an award-winning marketer and cultural translator, the head of strategy at Wieden+Kennedy New York, a clinical assistant professor of marketing at the Ross School of Business, University of Michigan, and the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be. 

Introduction

Culture is as much a part of everyday life as the air we breathe, but how do we define what a culture is, what is the secret that marketers use to tap into culture and motivate you to take action, and how do you build your own culture (or find a new one)?

What to Listen For

• Introduction – 0:00
• What does the word culture mean and why is culture so important to us?
• What are the three systems that make up culture?

• Fast Culture vs Slow Culture – 15:15
• Why do certain aspects of culture move faster than others and how do they influence each other?
• Why is it taboo to talk openly about politics, religion, and money? 

• Role Theory – 30:11
• What is role theory and how is it embedded in every culture?
• What is the difference between cultural appropriation and cultural appreciation?

• How do you turn a trend into a cultural phenomenon – 45:28
• What is a cultural contagion and what two factors determine whether something becomes an official part of a culture?
• If you’re not part of a culture, how do you understand a culture to appreciate it and understand where members of that culture are coming from?

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