Mick Unplugged: Dr. Marcus Collins | Marketing that Matters: Relationship Building and Authenticity

Hosted by Mick Hunt

Introduction

In the November 28, 2024 episode of "Mick Unplugged," host Mick Hunt sits down with Dr. Marcus Collins, a renowned expert in marketing, branding, and cultural leadership. This engaging conversation delves deep into the principles of Modern Leadership, emphasizing the importance of understanding culture and building authentic relationships in both personal and professional realms.

Dr. Marcus Collins’ Journey and Motivations

Dr. Collins opens up about his beginnings in Detroit, highlighting how the city's unique cultural backdrop shaped his worldview. Growing up as a black swimmer in a predominantly African American city, he navigated dual identities, which instilled in him a resilient mindset. Reflecting on his career trajectory—from starting a music company against his parents' wishes to leading digital strategy for Beyoncé and eventually becoming a professor—Dr. Collins shares his driving force:

Dr. Marcus Collins [00:03]: “Because people didn't think I could. People doubted me, and maybe even I doubted myself... it was about proving to myself that I could do it.”

This internal and external skepticism fueled his determination to excel and make a meaningful impact.

The Power of 'Because' Over 'Why'

Mick introduces the concept of moving from asking "Why" to embracing "Because," a theme central to Dr. Collins' philosophy. This shift encourages individuals to focus on their core motivations rather than questioning their purpose.

Mick Hunt [00:10]: “If you want to move people, you got to understand what moves them.”

Dr. Collins expands on this idea, emphasizing the importance of recognizing and harnessing one's "Because" to drive sustained action and influence.

Understanding and Leveraging Culture

A significant portion of the discussion centers on the intricate nature of culture. Dr. Collins defines culture as:

Dr. Marcus Collins [00:39]: “A system of conventions and expectations that demarcate who we are and govern what people like us do.”

He underscores that culture is not merely a set of rules imposed by leadership but is organically created and sustained by the people within an organization or community. This perspective challenges traditional notions of organizational culture, advocating for a more bottom-up approach where employees actively shape the cultural landscape.

Dr. Collins’ Book: "For the Culture"

Dr. Collins shares the inspiration behind his book, "For the Culture," recounting how an unexpected push from a literary agent and the profound impact of the COVID-19 pandemic led him to commit to writing. Initially overwhelmed by the prospect, he realized the necessity of infusing his unique perspective into discussions about culture.

Dr. Marcus Collins [14:34]: “I was regurgitating what the literature says as opposed to having a point of view. I think that... you have to create with the point of view that you have on the world.”

The book serves as a comprehensive exploration of culture through a sociological lens, enriched by Dr. Collins' practical experiences in marketing and his passion for hip-hop.

Marketing and Branding Strategies for Entrepreneurs

Transitioning to actionable insights, Dr. Collins offers valuable advice for entrepreneurs in the early stages of their careers:

Dr. Marcus Collins [20:22]: “Marketing is going to market. Right? And the market is people. And we're going to people in an effort to get people to adopt behavior.”

He emphasizes that effective branding transcends mere product features, focusing instead on the deeper meanings and beliefs that resonate with consumers. By clearly defining what they believe and communicating that authentically, entrepreneurs can build meaningful connections with their audience without the need for extravagant budgets.

The Evolving Landscape of Media and the Role of PR

In discussing established businesses, Dr. Collins highlights the rapid evolution of media and its implications for marketing strategies. He stresses the enduring importance of understanding human nature as the foundation for effective communication.

Dr. Marcus Collins [24:51]: “It's about what resonates with these people? It’s what they connect with in the right context.”

Mick introduces the topic of public relations (PR) as a complementary discipline to marketing. Dr. Collins agrees, asserting that:

Dr. Marcus Collins [27:26]: “Marketing without public relations is shallow.”

He elaborates that while marketing focuses on reaching the market, PR builds and nurtures relationships, creating a foundation of trust and goodwill that amplifies marketing efforts.

Personal Interests and Rapid Fire Segment

The conversation takes a lighter turn during the rapid-fire segment, where Dr. Collins shares his passion for hip-hop. His top five hip-hop artists include Tribe Called Quest, Redman, Jay-Z, Andre 3000, and Old Kanye. His favorite songs feature "Scenario" by Tribe Called Quest, "Me, Myself and I" by De La Soul, and Kanye West's "Flashing Lights" and "I Wonder."

Practical Tools: Merchandise and Engagement

Dr. Collins discusses the innovative use of merchandise, such as playing cards and letterman jackets, as tools to facilitate engagement and internalize cultural concepts from his book. These items serve as tangible prompts for individuals to reflect on and apply cultural principles in their daily lives.

Conclusion and Final Thoughts

As the episode winds down, Mick expresses his admiration for Dr. Collins' authenticity and impact, while Dr. Collins provides information on how listeners can follow his work across various platforms. The conversation closes with a mutual appreciation and a promise to continue inspiring each other and their audiences.

Notable Quotes

• Dr. Marcus Collins [00:03]: “Because people didn't think I could. People doubted me, and maybe even I doubted myself... it was about proving to myself that I could do it.”

• Mick Hunt [00:10]: “If you want to move people, you got to understand what moves them.”

• Dr. Marcus Collins [00:39]: “A system of conventions and expectations that demarcate who we are and govern what people like us do.”

• Dr. Marcus Collins [20:22]: “Marketing is going to market. Right? And the market is people. And we're going to people in an effort to get people to adopt behavior.”

• Dr. Marcus Collins [27:26]: “Marketing without public relations is shallow.”

Stay Connected

To explore more of Dr. Marcus Collins' insights and connect with him, visit marktothec.com or search for him on social media platforms using the handle @MarkToThec.

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