Dr. Marcus Collins on the Power of Culture
A recent Deloitte survey shows that our professional expectations have shifted in the past decade. In 2023, our youngest workers want jobs aligned with their values, where they have a purpose and find a sense of belonging. Increasingly, our workforce looks for good company culture, first and foremost. So how does culture drive strategy? And how can it help your business thrive? We ask Dr. Marcus Collins, an award-winning marketer, professor and author of the best-selling book “For the Culture”.
Culture is the cornerstone of Marcus’s career. Back in 2009, he worked in the music industry, running digital strategy for Beyoncé. He then made a name in advertising, working with agencies like Doner and Wieden+Kennedy. In the field, he saw firsthand how culture lifts business, so he continued to study it with a doctorate at Temple University. In this episode, he gives us a crash course.
Marcus will define what culture means and share his best advice to turn identity into power. We’ll see how culture can help companies reach their community, and find new talents too. Finally, Marcus will explain how to handle cultural questions responsibly, by staying mindful of other perceptions.
Join Marcus and Patrick for a fascinating and energetic conversation. And find out today how culture shapes the company you keep.
Read the full show transcript.
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Meet the Host
Patrick Pacheco, Executive Vice President, President of Cadence Asset Management & Trust, has more than 25 years’ experience in wealth management, in addition to the designing and implementation of tax and related planning strategies.
Pacheco’s background includes years of legal practice and multiple degrees, including an LLM* Taxation from University of Houston, a JD from Southern Methodist University, and both an MBA and BS in Economics from University of Texas at Arlington.
He is also board certified in Estate Planning and Probate law by the Texas Board of Legal Specialization.
Meet the Speaker
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: The Power Behind What We Buy, What We Do, and Who We Want To Be.
Collins is a recipient of Advertising Age's 40 Under 40 award and an inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future.
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 sport music initiatives at Apple and ran digital strategy for Beyoncé.
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