Dr. Marcus Collins: A matter of perspective

About this episode

Dr. Marcus Collins discusses the importance of brands contributing to culture rather than just tapping into it, along with insights on creativity, trust, and the role of curiosity in culturally fluent teams.

In the latest episode of Identity Architects, InfoSum's SVP, Marketing & Communications, Ben Cicchetti, sat down with Dr. Marcus Collins, Professor of Marketing at the University of Michigan and author of For the Culture, to discuss why brands shouldn’t ‘tap into’ culture but contribute to it, creativity and culture in the era of AI, building trust, why curiosity is the most critical skill for culturally fluent teams, and more.   — Listen to our Identity Architects’ Soundtrack Playlist: https://hubs.la/Q02yC7Vt0  More information on InfoSum https://www.infosum.com/  InfoSum Case Studies: https://www.infosum.com/resources/library/case-studies  — Subscribe to our newsletter: https://www.infosum.com/resources/insights  Follow us on LinkedIn: http://www.linkedin.com/company/infosumhq

People in this episode

Host: Ben Cicchetti

Guest: Dr. Marcus Collins

Topics covered

• branding
• culture
• creativity
• AI
• trust
• curiosity

Keywords

• branding
• culture
• creativity
• AI
• trust
• curiosity
• marketing

Mentioned in this episode

Organizations: University of Michigan, InfoSum

Books & works: For the Culture

More episodes of Identity Architects

• Lauren Wetzel, WPP: Being client-obsessed · January 14, 2026 · 38 min
• Ashley Jones, Tripadvisor: Real human data and content · December 17, 2025 · 31 min
• Paul Farrow, Microsoft Ads: Privacy is actually simple · November 12, 2025 · 44 min
• Samantha Bukowski, WPP Media: You’ve got to commit · October 29, 2025 · 44 min
• Budi Tanzi, Experian: There’s always evolution · October 15, 2025 · 33 min
• Kerel Cooper, GumGum: Everything starts with culture · October 1, 2025 · 33 min