Rebranding Major League Baseball — Marcus Collins // Wieden +Kennedy New York
Marcus Collins
Wieden + Kennedy New York
- Part 1The Power Behind What We Buy — Marcus Collins // Wieden +Kennedy New York
- Part 2 Rebranding Major League Baseball — Marcus Collins // Wieden +Kennedy New York
Show Notes
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02:34McDonald's transformation via embracing authenticity and engaging loyal fansMcDonald's transformation went beyond marketing tactics by embracing its true identity and focusing on loyal fans through fan truths. Partnering with celebrities to showcase their favorite orders further strengthened the brand's connection with its audience.
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07:03MLB's challenges and efforts to reinvigorate interest in baseballMLB faces declining attendance and losing younger audiences due to less action and increased focus on analytics. Now that basketball and football better personify American sports, MLB has had to make changes to the game to reinvigorate Americas love for the sport.
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09:13Wieden's approach to marketing recommendationsWieden provides product recommendations for their clients, not just focusing on creative ideas but also considering the entire marketing mix. This includes elements like product, price, place, and promotion, which collectively contribute to how they bring products to market.
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10:26The importance of intimacy and empathy in marketingIn a data-rich world, the ability to extract meaning from that data is only marginal. As marketers, we should prioritize intimacy and empathy over mere data collection to connect with our audience and see the world through their cultural lenses.
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12:44An overview of “For The Culture”"For The Culture” is the ultimate cheat code for marketers and anyone else looking to drive behavior adoption. The book is available at all major book retailers, including Amazon, Barnes & Noble, and Target.
Quotes
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"We're at our best when we think about the entire marketing mix, not just the creative that we're going to put in the world." - Marcus Collins
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"We think about all the pieces that play into the product: product, price, place, promotion. That's the canvas in which the best marketers, particularly advertisers, play." - Marcus Collins
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"We should be thinking about intimacy. And that's probably the biggest paradox for contemporary marketers because we live in a world where there is a seemingly endless stream of data." - Marcus Collins
- Part 1The Power Behind What We Buy — Marcus Collins // Wieden +Kennedy New York
- Part 2 Rebranding Major League Baseball — Marcus Collins // Wieden +Kennedy New York
Up Next:
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Part 1The Power Behind What We Buy — Marcus Collins // Wieden +Kennedy New York
Marcus Collins, Chief Strategy Officer at Wieden Kennedy New York, talks about underlying factors that drive consumer purchasing decisions. Consumers often associate products with personal expression and values, making consumption a reflection of who they are. Brands that can align with cultural perspectives and tap into the desire for authenticity and self-expression influence purchase decisions and shape consumer behavior. Today, Marcus discusses the power behind what we buy.
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Part 2Rebranding Major League Baseball — Marcus Collins // Wieden +Kennedy New York
Marcus Collins, Chief Strategy Officer at Wieden Kennedy New York, talks about underlying factors that drive consumer purchasing decisions. Both McDonald's and MLB have faced challenges with negative brand perceptions and declining consumer interest. While McDonald's found success by focusing on their fans, MLB had to make significant changes to reinvigorate the love for the game. Today, Marcus discusses rebranding major league baseball.
