University of Michigan Ross School of Business

The Curious Case of Cultural Consumption

Since its modern conception, marketing and advertising have relied on creativity as a catalyst for commerce. We use text and images to evoke desired behaviors from a target populous in hopes that it will impact the brand’s bottom line. While the convergence of the two—creativity and commerce—is considered the hallmark of ‘good marketing communications’ (sought after by ad agencies and ambitious brand managers alike), there is an unspoken factor which frames its relevance and significance. That factor is culture. In this talk, Professor Marcus Collins ventures to explore the unwritten rules about culture and why its simultaneous salience and nebulousness should be the backbone of how we approach marketing in today’s hyper-connected world, using social data to discover what lies beneath.

Speaker: Marcus Collins

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