Storytelling as the currency of culture

Storytelling as the currency of culture

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Matt Roberts, Head of Customer Marketing, Americas, Amdocs

S9 E5


16 Jan 2025

Storytelling as the currency of culture

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Jan 16, 2025
Storytelling as the currency of culture

Ever heard the saying, "You are the company you keep"? It’s true, friends, tastes, and styles all reflect our unique cultural subscriptions. Culture is a dominating factor in how we show up every day, a phenomenon deeply understood by Marcus Collins, a marketing expert and cultural scholar. On this episode of The Great Indoors, Marcus dives into the impact of culture and how its influence goes deeper than points pulled from demographic data. Unpacking the relationship between culture and human behavior, Marcus reveals why consumers like what they like. Moreover, he shares how companies can understand it like McDonald's did when they dug their way out of a PR crisis with an award-winning campaign. Marcus shares what it means to uncover, understand, and implement “fan truths” and how Gen AI is leading to unorthodox content, forcing today’s marketers to adapt or fall behind. Tune in to take steps toward understanding the difficult-to-define, ever-evolving force influencing lives—culture.

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"Stories have always been associated to culture—they are the currency of culture. They are how we socialize information and establish shared truths. Whether it’s through religion, where you learn about your beliefs through the stories you were told, or other cultural contexts, stories have always been central to how we connect and understand the world."

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Dr. Marcus Collins, Professor, Best-Selling Author
Dr. Marcus Collins, Professor, Best-Selling Author

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