Entrevista con Marcus Collins, Experto en Marketing y Estrategia de Marca
¡Síguenos en nuestras redes sociales para mantenerte informado!
Twitter: https://twitter.com/eleconomista
Facebook: https://www.facebook.com/ElEconomista.mx
Instagram: https://www.instagram.com/eleconomistamx
LinkedIn: https://www.linkedin.com/company/el-economista/
#ElEconomista #EETV
¡Síguenos en nuestras redes sociales para mantenerte informado!
Twitter: https://twitter.com/eleconomista
Facebook: https://www.facebook.com/ElEconomista.mx
Instagram: https://www.instagram.com/eleconomistamx
LinkedIn: https://www.linkedin.com/company/el-economista/
#ElEconomista #EETV
Categoría
🗞
NoticiasTranscripción
00:00¿Qué tal amigos de El Economista? Soy Rodrigo Bautista, seguimos en el World Business Forum
00:07y el día de hoy tenemos una entrevista muy, muy especial con uno de los speakers estrella
00:11de este evento, Marcus Collins, quien es experto en marketing y en estrategia de marca.
00:16Marcus, nice to meet you. How are you?
00:18I'm doing great. Thank you for having me here with you.
00:21Te agradecemos mucho por este espacio. Quisiera iniciar preguntándote, ¿qué te ha parecido
00:26este evento?
00:27Oh, I mean, I think that WellBe is unbelievable. I feel like it's an event that brings people
00:34together who are curious and want to make some impact, not just in business, but in
00:39communities and the environment in which we operate. And to be able to contribute to this
00:44discourse I find to be a great honor that I take with a lot of humility and a lot of
00:51urgency in hoping that I bring something that actually helps people.
00:55Sabemos que tú eres experto en marketing, especialista en estrategias de marca. Bueno,
00:59quisiera preguntarte, ¿en qué consisten estas estrategias que tú has establecido?
01:05Ah, so you know, the argument that I'm making within the community or here on stage is that
01:11brands who are able to leverage the influence of culture are more successful than those
01:16who do not, because there is no external force more influential to human behavior than culture
01:21full stop. And the better we understand it, the more likely we are to leverage its way
01:24to get people to move, to buy, to download, to vote, to watch, to download, or whatever
01:29the case may be. And ultimately what we're after as leaders, as marketers, is to get
01:34people to move. And there is no force better at doing that than culture. So I make the
01:39argument that brands who have a place in culture, that engage in culture, are able to do that
01:43in ways that ones who do not cannot.
01:46Precisamente hablando de cultura, sabemos que nuestro mundo, nuestra sociedad, está
01:51en constante cambio. Por eso quisiera preguntarte, ¿cómo podemos aprovechar las tendencias
01:55culturales que están en la actualidad?
01:57Yeah, well, I mean, the cultural change is just a part of culture. Culture is always
02:01moving, it's always evolving, which creates opportunities for us to engage in it in the
02:07contextual and contemporary sense. But it requires a level of intimacy that I think
02:13brands haven't historically been able to accomplish or achieve because we focus more
02:17so on our products and our value propositions than the people and how they see the world.
02:21But when we see how people see the world, when we're able to adopt their empathic points
02:29of view about the world and use empathy to see the world the way they do, it creates
02:32an opportunity for us to engage with them regardless of where we are in culture because
02:37we're close to them, we have great proximity. That intimacy allows us to meaningfully connect
02:41with them.
02:42Muy bien. Sabemos que en una estrategia de marketing, el cliente siempre es el objetivo.
02:49Por eso quisiera preguntarte, ¿qué consejo le darías a los empresarios para poder tener
02:55una conexión más directa con sus clientes?
02:57Oh, yes. Well, first you have to start with understanding what do you believe. Not what
03:02do you make, not what do you produce, not what do you create, but how does the brand
03:06see the world. And when the brand is able to elevate beyond the category, beyond its
03:11value propositions, beyond what it creates, the brand creates an opportunity to connect
03:15with people on a human level. Not because you're razor sharp or your battery lasts
03:19longer or your car goes faster, but because you see the world a certain way. And people
03:23who see the world similarly go, that's my kind of brand. And they use the brand to communicate
03:28their identity as a badge of identity, a receipt of who they are.
03:33This level of engagement goes far beyond any transaction. It goes way beyond whatever's
03:38temporal today. So long as the brand stays congruent with these people, we can engage
03:43in the meaningful ways and get them to adopt behavior in ways that are predictable and
03:47quite sustainable.
03:48Muy bien. Sabemos que también eres un conferencista muy, muy famoso y que las mejores marcas siempre
03:55han trabajado contigo. ¿Le podría decir al público, del economista, qué sientes
03:59cuando estás enfrente de tantas personas compartiendo tus ideas, tus trabajos?
04:04I feel very grateful. I feel humbled that I have the opportunity to share the work that
04:11I do, that I've kind of committed myself to. And not only share it, but perhaps even inspire
04:18leaders of business across the world to make impact that I can never do individually. Sort
04:23of activate a network effect within the network effect that the learnings, the insights that
04:29I've gleaned over the years through my research, that it could actually have an impact on people
04:33that I don't know. I think it's really, really powerful and I'm humbled by that and grateful
04:37for the opportunity.
04:38Perfecto. Y ya para finalizar esta breve pero interesante charla, ¿algún mensaje que quisieras
04:43darle al público, del economista?
04:45Give advice for the public? Yes. Here's advice for you. There is no external force more influential
04:53to human behavior than culture, full stop. Those who understand it are more likely to
04:58influence, and those who don't understand it are more likely to be influenced by those
05:03who do. The question you have to ask yourself is, which one of those people do you want
05:07to be? And if our job as marketers, as leaders, as entrepreneurs, as idea generators, is to
05:12get people to adopt behavior, then culture is our biggest cheat code. But it requires
05:17us seeing people not as consumers, not as voters, not as viewers, not as subscribers,
05:23but as human beings who abide by cultural orthodoxy that govern what people like them do. And when
05:28we elevate our brands beyond what we create, beyond the value propositions in the category,
05:32it creates a vehicle, a vessel by which we're able to engage people in meaningful ways based
05:38on cultural congruence. And when we do that, you win.
05:42Pues aquí seguimos amigos del economista. Marcus, thank you, thank you very much.
05:46My pleasure, thanks for having me.