Soul & Science: Fast Forward Your Marketing Mind
The Soul & Science of Culture | Best-Selling Author Dr. Marcus Collins (2024)
April 14, 2025 · 47 min
Why listen
A cultural strategist who worked with Apple, Nike, and Beyoncé explains what culture actually is and how brands can earn a place in it.
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In this episode
- What culture really means and why most brands misread it
- The link between cultural understanding and campaigns that actually work
- How to show up with genuine cultural relevance instead of chasing trends
- A framework for connecting marketing strategy to human behavior
About this episode
From TikTok trends to viral campaigns, brands are constantly trying to tap into culture. But what actually defines culture — and how can brands engage with it in a meaningful way?This week, we’re re-airing a great conversation from April 2024 with Dr. Marcus Collins — marketing professor, best-selling author, and cultural strategist.
Dr. Collins, author of For the Culture and former Head of Strategy at Wieden+Kennedy, has worked with brands like Apple, Nike, and even Beyoncé. In this episode, he breaks down the deep connection between culture and behavior — and how marketers can better understand both.
You’ll learn:
- How culture and marketing intersect to shape successful campaigns
- The core elements that define culture and how we interact with it
- How brands can show up with real cultural relevance — not just follow trends
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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