From Apple to Nike to Beyoncé's digital strategy, marketer Marcus Collins is spilling the cultural secrets to advertising success.
Meta, Crocs and Beats by Dre were the three fastest growing brands in 2022, according to a report on consumer perceptions from Morning Consult.
Consumers today have so much choice in what they wear, eat, download and watch. That's changing the game for advertisers as they must figure out new ways to push some of the biggest brands into the market. Collins has worked on brand strategies for companies like Budweiser, Nike and Apple. He's also led the digital strategy for figures like Beyoncé. His new book"For The Culture" breaks down what it means for"culture" and community to drive consumer behavior."I would argue that consumption is a cultural act," Collins said.
Another report from the Digital Marketing Institute encourages the community strategy, adding that customers are also becoming"more interested in the value and ethos of brands."
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