Masterclass on Culture & Purpose
with Marcus Collins — Chief Strategy Officer, Wieden+Kennedy New York
Culture & Purpose as a Strategic Force
Culture is not a trend to follow — it is the system that determines what people believe, buy and act on. In this masterclass, Marcus Collins reframes culture as a leadership and strategic discipline, offering practical frameworks to inspire action and build brands that stand for something bigger than the category they compete in.
Designed for senior leaders, brand owners and strategy teams who want to move beyond slogans and operationalize purpose across the organization.
Marcus Collins
Chief Strategy Officer at Wieden+Kennedy New York and marketing professor at the Ross School of Business, University of Michigan. Marcus bridges the academic / practitioner gap for blue-chip brands and start-ups alike.
Author of the award-winning book For The Culture, he examines the influence of culture on consumption and how everyone — from marketers to activists — can leverage culture to get people to take action.
He has led Tunes + Nike Sports collaborations, Apple's McDonald's cult-cultural resurgence, and Google's Real Tone launch, plus served as Head of Digital Strategy for Beyoncé.
Four outcomes you will leave with
- 01Understand how purpose functions as a strategic force — shaping culture, attaching meaning to products, and creating brands that lead categories.
- 02Learn how to read culture intentionally to influence behavior, align teams and scale meaning across the organization.
- 03Develop the ability to evaluate cultural opportunities and risks — making better strategic choices that support focus, relevance and sustainable growth.
- 04Build practical frameworks to move from brand promise to behavior change across products, marketing and internal culture.
"We consume not because of what things are, but rather because of who we are."
Structure & Format
Downloadable Resources
