Culture makes Meaning: Why understanding and aligning with communities are critical today.

Marcus Collins, award-winning marketeer and cultural translator, author of the best-selling book ‘For the Culture: the Power Behind What We Buy, What We Do and Who We Want to Be’ and digital strategist for Beyonce on the value in belonging. The former Chief Strategy Officer at Weiden and Kennedy and recipient of Advertising Age's 40 under 40 award who was inducted into the American advertising Federation Advertising Hall of Achievement tells us how the work of philosopher, Emile Durkheim and Beyonce, queen of the Beyhive, have taught him to ditch the trendspotting and tap into the power of organic communities. Further reading: My site: www.marctothec.com/fortheculture LinkedIn: https://www.linkedin.com/in/marctothec/Book: For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be