The Soul & Science of Culture | Best-Selling Author Dr. Marcus Collins (2024)

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

Brought to you by Mekanism.