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Collins' latest insights focus on what he terms the "Beyoncé Effect" the ability of brands to forge deep, lasting connections with consumers by tapping into cultural currents. "Like Beyoncé, brands can cultivate a devout following by resonating deeply with their audience's values," Collins explains.

United statesMarcus collinsUniversity of michigan ross school businessRoss schoolRetail innovation conferenceCultural strategy mattersCase studyTranscending productRetail marketersCultivating deeper