In this captivating episode of 'That's What I Call Marketing,' I sit down with Marcus Collins, the brilliant author of For The Culture and Clinical Assistant Professor of Marketing at the Ross School of Business, University of Michigan. This episode covers his work for Beyonce where he learnt so much about where the Queens tribe wanted to be to his work understanding and influencing culture today. We dive deep into Marcus's fascinating story, exploring how his early admiration for icons like Michael Jackson and Boyz II Men shaped his career aspirations. Marcus opens up about the challenges he faced in the music industry, which eventually led him to discover his passion for marketing, where he found a sense of belonging and purpose. He sheds light on the importance of community over fan clubs, recounting how his team discovered Beyonce's dedicated fanbase, the Beyhive, wanted something different to what the Beyentourage was set up to give them. Marcus explains how brands can tap into cultural production and human behaviour to drive meaningful connections and garner loyalty. We also tackle the complexities of segmentation and identity in marketing, with Marcus elaborating on how to truly understand and engage with diverse audiences. He emphasises the power of curiosity and cultural observation, encouraging marketers to look beyond the conventional and explore the nuanced corners of human interaction. Our discussion touches on the significance of micro-influencers and social proof, as Marcus shares his insights into why smaller, more authentic influencers often wield greater impact than big-name celebrities. He also delves into the unpredictable nature of cultural moments, using examples like the viral success of 'Jools Lebron and Demure' to illustrate how randomness and social contagion can be leveraged for marketing success. Marcus's new book, 'For the Culture,' serves as the foundation for many of the ideas we discuss, providing rich context and actionable insights for marketers. He also introduces an upcoming course with Cannes Lions, designed to help professionals unlock the influence of culture—a marketer's greatest cheat code. This episode is a treasure trove of wisdom and practical advice for anyone looking to harness the power of culture in their marketing strategies. Tune in to discover how understanding human behaviour and cultural dynamics can elevate your marketing game and drive behavioural adoption. 03:01 Transition from Music to Marketing 05:53 The Influence of Steve Stoute 09:31 Understanding Culture 11:54 Working with Beyonce 20:57 Segmentation and Identity in Marketing 28:31 Targeted Marketing and Network Effects 29:05 How this is similar to James Hurman Current vs. Future Demand 29:42 Social Contagion and Decision Making 31:40 Micro-Influencers and Social Proof 34:34 Cultural Production and Marketing 43:24 Curiosity and Cultural Observation 49:51 Exploiting Randomness in Marketing 52:05 Unlocking the Influence of Culture Course Buy the book For The Culture https://www.marctothec.com/books Connect with Conor https://www.linkedin.com/in/conorbyrne/ Sponsor the show https://www.thatswhaticallmarketing.com/sponsor Hosted on Acast. See acast.com/privacy for more information.