To build authentic brand connections with customers, it is essential for marketing professionals to understand the unique cultural context within which their target audience exists. This encompasses not only the cultural values and beliefs of the intended market but also the broader societal context within which these individuals reside. By accurately identifying their congregation (NOT target market) and their specific cultural attributes, marketers can create tailored messaging that communicates more effectively with the intended consumer base. In the podcast, Dr. Marcus Collins discusses his experience working with various brands, such as Beyoncé, Budweiser, and the Brooklyn Nets, that have built authentic connections with their customers by leveraging behavioral science. As a marketing professor and industry professional, Collins emphasizes the importance of finding a "congregation" of like-minded individuals who share the same beliefs, values, and attitudes as the brand. By focusing on these shared attributes, companies can create more genuine and meaningful relationships with their customers, fostering loyalty and a sense of real connection. In this episode, you will: Understand the significance of culture in crafting effective marketing campaigns. Realize the potential of focusing on a congregation over a target market for greater influence. Grasp the art of blending brand values with cultural norms to create authentic connections. Appreciate the benefits of a humble approach in navigating the ever-changing societal landscape. Analyze successful implementations of cultural marketing by leading companies. Show Notes: 00:00:00 - Introduction, Host Melina Palmer introduces Dr. Marcus Collins, an award-winning marketer, cultural translator, and author of For the Culture. 00:02:21 - Dr. Marcus Collins' Background, Dr. Collins talks about his background, growing up in Detroit, studying engineering, and his journey into marketing, including working at Apple and running digital strategy for Beyoncé. 00:06:29 - Importance of Culture, Dr. Collins explains the importance of culture and how it influences people's behavior and decision-making. He believes that understanding and respecting culture is crucial for businesses to effectively connect with their audiences. 00:09:40 - Learning About People, Marcus shares a pivotal moment in his career when he realized that his understanding of social media was limited because he didn't understand people. This realization led him to study human behavior and psychology, which has been instrumental in his work as a marketer. 00:14:13 - Marketing to Diverse Audiences, Dr. Collins discusses the importance of marketing to diverse audiences and the challenges that come with it. He emphasizes the need for businesses to go beyond surface-level diversity and truly understand different cultures and communities. 00:14:22 - The Power of Influence, Marcus Collins talks about the power of influence and how he became a better practitioner by studying network theory and the social sciences. He also shares how theory helped him launch campaigns for the Brooklyn Nets and Budweiser. 00:15:45 - Career Journey, Marcus Collins shares his journey from wanting to study musical theater to becoming a marketer and eventually pursuing a doctoral degree in sociology. He also talks about the importance of having mentors. 00:19:13 - Learning from Dan Ariely, Marcus shares his experience of being connected to Dan Ariely. Melina also shares about the kind nature of Dan. They collectively agree on the power of asking questions and being generous with others. 00:22:06 - Consumer Culture Theory, Marcus Collins talks about his doctoral research on consumer culture theory and how he became interested in the role of culture in understanding consumer behavior. He also discusses the evolution of marketing, from using psychology to sociology to culture to better understand people. 00:27:21 - Find a Congregation, Marcus di