Why Culture Is Key to Brand Marketings Influence [Video]

I recently interviewed Marcus Collins, author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be, for an episode of Live With CMI (with my co-host, JK Kalinowski). Marcus is an award-winning marketer who is the former head of strategy at Wieden+Kennedy New York and a clinical assistant professor of marketing at the Ross School of Business, University of Michigan.

Our chat about the role of culture in marketing covered more than we could fit in a single episode, so we released a bonus video of our entire conversation. Watch it here or read the edited transcript below.

Why should culture matter to marketers?

Culture is an organizing operating system that ultimately influences just about everything we do as humans. And that’s important for marketers because your job is to influence behavior, and there is no external force more influential to human behavior than culture.

When you launch something — a new campaign, …