#SMWNYC

May 5-7, 2020




You Know What I Mean? A Cultural Look at Consumer Meaning-Making and Brand Consecration

Hosted by University of Michigan, Ross School of Business

  • Thursday, May 7, 2020

  • 3:10 PM - 3:35 PM

  • Venue: Sheraton Times Square

  • Track: Society and Culture



We live in a culturally constructed world where the branded products we consume and display are used to signal our constructed identity based upon the meaning we infuse in them. Understanding this meaning requires radical empathy and the ability to decipher the hidden cultural codes.

In this session, join Marcus Collins, Professor of Marketing at the University of Michigan’s Ross School of Business, as he provides actionable insights for navigating the cultural world and leveraging the data that is made available through today’s evolving media landscape to encode and decode meaning through marketing.

Attend this session and learn:

  • How meaning is transferred for brand to self
  • The meaning behind consumer culture theory
  • How to establish research methods for deciphering cultural codes

Event Location



Social Media Week

You Know What I Mean? A Cultural Look at Consumer Meaning-Making and Brand Consecration

May 7, 2020 - 3:10 PM - 3:35 PM

Hosted by University of Michigan, Ross School of Business




Marcus Collins

Marcus Collins

Chief Consumer Connections Officer, Doner Advertising