It’s a word often used but rarely fully understood. Marketers intuitively know that culture is important and powerful, yet their understanding of culture is largely superficial – leaving them unable to tap into its full power.
Dr Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture.
Marcus is an inductee into the American Advertising Federation’s Advertising Hall of Achievement and a recipient of the Thinkers50 Radar Distinguished Achievement Award for the idea most likely to shape the future of business management.
His strategies and creative contributions have led to the launch and success of Google’s Real Tone technology, the Made In America music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sports music initiatives at Apple and ran digital strategy for Beyoncé.
This course has been developed for Marketers and Advertising Brand Strategists looking to harness the power of culture in their work.
You'll be able to devise marketing activities that are more likely to be adopted into the cultural sphere, spread throughout the population, and ultimately deliver creative success.
Video Module: What is Culture?
Unpack the mechanisms of culture so that you can operationalise it in your work, and identify it in your segmentation and targeting efforts.
Podcast Module: Building a culture of creativity
Video module: Finding A Congregation
Learn a new approach to segmentation through a cultural lens that’s a better descriptor of who people are, and a better predictor of what they might likely do.
Podcast Module: Identifying your brand’s belief
Video Module: Preaching The Gospel
Learn a new approach to communicating in a way that activates the “decision-making brain”.
Podcast Module: Decisions, decisions, decisions
Video Module: Network Effects
Learn the social physics of network effects to design marketing campaigns that propagate throughout a population.
Podcast Module: Activating network effects, behind the veil
Video Module: Getting Closer
Learn different methodologies for studying culture-ethnography and netnography.
Podcast Module: Netnographies
Video Module: Proceed with Caution
Learn the difference between cultural appropriation and cultural appreciation so that you’re participating in culture ethically and responsibly.
Podcast Module: Cultural production
You’ll watch in-depth videos, and listen to engaging podcasts, throughout the narrative arc of the course.
The structure of the course will go from ‘know why’ to ‘know how’, unpacking the science behind why things are the way they are and how we can harness this understanding to power culturally impactful work. Leaving you to be able to answer:
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If your company is funding you, or you are interested in a group booking, we’re on hand to talk you through your options.
This course is designed to not only demystify the abstractions of culture, but also reveal its mechanisms. So that marketers can operationalise it in their work and how they work together as an organisation. All the thinking is empirically supported and informed by cultural literature from scholars across interdisciplinary fields for well over a century – as well as Marcus’s evidence-based academic work and decades of practice.
You ‘ll learn about why culture has such a sway on us and why it’s so tightly linked to consumption. You’ll learn about culture’s implication on segmentation and how to improve your targeting efforts to influence behavioural adoption and a ‘network effect’. You’ll learn how to study culture to find where your brand has the best opportunity to engage in it and also identify the potential pitfalls. Finally, you’ll learn it all in a way that’s conceptually rich but easily digestible, so you can apply it directly to your work… and maybe even your daily lives.
Dr. Marcus Collins is a Cannes Lions Grand Prix and Clio Award-winning marketer – winning for his work on Google Pixel and Farmland – and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, ‘For The Culture’. Marcus is an inductee into the American Advertising Federation’s Advertising Hall of Achievement and a recipient of the Thinkers50 Radar Distinguished Achievement Award for the idea most likely to shape the future of business management. His strategies and creative contributions have led to the launch and success of Google’s Real Tone technology, the Made In America music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sports music initiatives at Apple and ran digital strategy for Beyoncé.
