WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins

Dr Marcus Collins reveals why brands aren't something we construct but rather what others think of them. Through examples like Patagonia, Nike, and Beyoncé, he illustrates how brands that stand for something beyond their products create deeper connections with people. "They are not defined by what they do," Marcus explains, "They're defined by who they are and how they see the world."

The discussion takes a fascinating turn when Marcus unpacks the three levels of empathy in marketing, with cognitive empathy - treating others as they want to be treated rather than how we would want - representing the highest form. This perspective shift from "how do I tap into culture?" to "how do I contribute to culture?" transforms how brands can authentically connect with people.

Perhaps most provocatively, Marcus challenges the concept of brand purpose, suggesting that "conviction" provides a more powerful framework. While many brands jumped on social causes when convenient, those with true conviction stand for their principles regardless of consequences. "Speak up when you are convicted, when it really matters," he advises, noting how brands that make strategic decisions based on genuine beliefs rather than opportunism create more meaningful connections.

For marketers navigating today's complex landscape, Marcus offers a profound reminder that brands exist as characters in constantly evolving cultural stories. The key to success lies not in rigid control but in authentic participation in culture with humility and curiosity. Listen now to discover how putting humanity first in your marketing can create lasting impact.

The Better Marketing Pod explores the industry's biggest stories and the people in the industry who are shaping them. Subscribe here: