What makes a brand truly resonate with people? Why do some brands inspire deep loyalty while others struggle to stay relevant?
In this episode of Humans & Brands, host Lauren Douglass sits down with Dr. Marcus Collins, a marketing professor, best-selling author, and one of the brightest minds in the world of branding.
Dr. Collins takes us on a deep dive into how brands have evolved from simple marks of ownership to powerful identity markers that reflect who we are and what we believe. We explore why the most successful brands go beyond just selling products; they create communities, foster belief systems, and build deep emotional connections with their audience.
From his work with Beyoncé and Nike to his cutting-edge theories on culture and branding, Dr. Collins shares how brands can move from being transactional to truly transformational. He also discusses the importance of conviction over convenience and why brands need to take a stand, even if it means losing customers along the way.
If you’re curious about how to make your brand not just seen but felt, this episode is packed with insights you won’t want to miss.
Link to Dr. Collins' book: For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be
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