Marcus Collins
Marcus Collins is the head of planning at Wieden+Kennedy New York. He is also a clinical assistant professor of marketing at the Ross School of Business, University of Michigan.
What Beyoncé Teaches Brands About Being Truly Purpose-Driven
Value proposition will always lose out to a brand with convictions.
The Best Advertising Is an Act of Cultural Production
It expresses a point of view that simultaneously reflects and constructs the cultural practices of a group of people.
Tired of the Photoshop: Your Brand Needs a Sense of Self
Being true to self is a matter of consistency and context.
Marketers, It’s Time to Stop Stereotyping and Tell Better Stories
What rapper KRS-One teaches us about segmentation.
As Outkast Teaches, Marketing Should Drive Action
In just 10 words, André 3000 gets distracted marketers back on track.
NFTs Will Become the Ultimate Marker of Belonging
The opportunities are endless—not just the perks per se, but the way in which brands, artists or institutions activate a group of people.
Marketers Are Mistaking Information for Intimacy
The data paradox facing the industry in today's data-driven world.
We Must Redefine—and Deepen Our Sense of—Culture
Therefore, as marketers we have to deepen our concept of culture beyond the colloquial if we are to fully harness the power of culture and its influence on the products [...]