Marcus Collins breaks down the power of culture

Hello Monday with Jessi Hempel

Careers, Business

4.8 • 1.1K Ratings

🗓️ 16 October 2023

⏱️ 30 minutes

🔗️ Recording | iTunes | RSS

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Summary

Most of us have brands we’ve always been loyal to. Maybe you stick to one brand of paper towels, or have a pair of shoes that you swear by. What drives this loyalty? Today’s guest would say that, beyond quality or familiarity, this tendency is most influenced by culture. Dr. Marcus Collins is a lecturer at the University of Michigan and a digital strategist who has run campaigns for Google, Apple, and even Beyoncé. His book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want unpacks the power of culture. He sits down with Jessi to discuss how this power influences our behavior every day. Follow Marcus Collins on LinkedIn and check out his book here. Follow Jessi Hempel on LinkedIn and order her debut memoir, now available in paperback! Join the Hello Monday community: Subscribe to the Hello Monday newsletter, and join us on the LinkedIn News page for Hello Monday Office Hours, Wednesdays at 3p ET. To continue the conversation this week and every week, join our free LinkedIn group for Hello Monday listeners https://lnkd.in/hellomondaygroup

Transcript

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0:00.0	I'm Kwame Christian and I am the CEO of the American Negotiation Institute and I want
0:05.2	you to check out my podcast Negotiate Real Change.
0:07.8	Listen to conversations with leaders in the diversity, equity, and inclusion space and
0:11.2	learn the secrets behind what it really takes to become a successful advocate, ally, and
0:15.5	changemaker in your organization.
0:17.4	Check out Negotiate Real Change on your favorite podcast player.
0:24.4	From the news team at LinkedIn, I'm Jesse Hempel and this is Hello Monday.
0:36.2	It's our show about the changing nature of work and how that work is changing all of us.
0:42.7	I just took out my son's winter jacket for the season.
0:46.3	It's Patagonia, most of the jackets in our house are and I'm a total brand loyalist here.
0:52.0	I just love the brand's conviction that we should be buying less and fixing more.
0:57.2	Anyhow, the jacket sleeve is fraying right at the wrist, you played in it too hard I guess
1:02.4	last season and so this week I'm going to bring it back to the store and they're going
1:06.9	to fix it for me for free and I think this is really cool.
1:13.1	Now I promise Patagonia isn't paying me to say any of this, it's just something that
1:18.2	I've always known about Patagonia, this ethos.
1:22.2	Something friends told me, gosh a couple decades ago, and that I like to pass along.
1:28.0	When I wear my own Patagonia jacket, it's like I'm signaling my own values to others.
1:34.4	Brands have this ability to do this for us, right?
1:37.7	They help us connect to each other and make meaning of the culture around us, but most
1:42.6	brands they don't get this right, even when they really, really try.
1:47.4	They miss some basic understanding about how culture works.
	...

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