Article Two of the Juneteenth Series — Belief Sells: The New Rules of Identity-Driven Marketing
For years, brands were obsessed with going viral. Remember the Harlem Shake? Ice Bucket Challenge? Left Shark? Some of you still have brainstorming Post-its that say “make it go viral.”
But Marcus Collins—branding strategist, professor at Michigan Ross, and author of For the Culture— argues for something deeper: cultural contagion.
“We don’t adopt things because they’re popular. We adopt them because people we trust did first.”
This insight is critical for anyone trying to reach audiences in an authentic, belief-driven way—especially professionals like financial advisors, insurance providers, wealth managers, and realtors, whose businesses thrive on long-term community trust.
Cultural Contagion, Not Cultural Performance
Collins makes the case that marketing isn’t about going wide—it’s about going deep. Cultural contagion is the idea that beliefs, ideas, and behaviors spread through shared trust and identity, not algorithmic exposure.
This flips traditional marketing logic on its head:
- Old Model: Make it go viral.
- New Model: Make it feel true to the people who matter most.
Fast Company puts it this way:
“Belonging is more powerful than branding.”
And Marcus would nod furiously. Because belonging spreads. When people see themselves in your message, they invite others into it.
Why This Matters to You
If you’re a service professional sending direct mail to build relationships, the path to growth is not mass attention. It’s local, embedded trust.
Whether you’re working with new homeowners, retirees, or small business clients, you don’t need viral reach—you need cultural relevance inside the networks they already belong to.
This isn’t theory. It’s how Black communities, immigrant families, and neighborhood churches have been building trust for centuries: through human, belief-based word-of-mouth.
Nielsen’s Black Consumer Report affirms this:
“Black consumers are trendsetters who influence mainstream culture—but what resonates most is authenticity, cultural relevance, and trust.”
Sound familiar?
Direct Mail is Your Community Tool (If You Use It Right)
Let’s talk medium. If email is for alerts, and social is for impressions, direct mail is for presence.
USPS research shows that people trust physical mail more than digital ads—and they remember it longer. It’s tactile. Intentional. Grounded.
But most mailers scream “promotional garbage.” The opportunity?
Treat mail like a story, not a sales pitch.
Try This: Launch a “Community Trust Campaign” by ZIP Code
Start small. Pick one ZIP code or neighborhood you already serve well. Then build a 3-part direct mail sequence that positions you as a familiar, embedded resource.
First Mailer: “Why I Chose to Serve This Community”
- Share your origin story. Local ties. Your why.
- Use real references—schools, landmarks, values.
Second Mailer: “A Real Story from Right Here”
- Highlight a client story (with permission).
- Focus on trust, transformation, and shared goals—not services.
Third Mailer: “Let’s Build Something Together”
- Call to action: a conversation, event, or simply an invitation to connect.
- Reinforce that your brand is a local partner, not a transaction.
🔗 Bonus tip: include a personalized landing page or QR code tied to the ZIP code or neighborhood name. Speak their language, not your funnel.
From Community to Contagion
Let’s break down how Marcus Collins’ ideas map onto your real-world strategy:
Concept from Collins | How You Apply It |
| Belief spreads through people, not platforms | Mail stories your clients would repeat to their friends |
| Community is the engine of cultural adoption | Prioritize small, tight networks over big, cold audiences |
| Culture is context | Reflect real people, real stories, and real place names in your content |
And yes, this is literally what Adweek now calls “community marketing.” Except you were doing it before it was a buzzword.
Looking Ahead
This kind of belief-first, community-rooted marketing aligns with the work of other leaders we’re featuring this month—including Jason Rosario, who’s redefining brand purpose through emotional and cultural identity. (Stay tuned for his feature later in the series.)
📚 Citations & Further Reading
- Collins, Marcus. For the Culture
- Marcus Collins at Michigan Ross Business School
- Nielsen – The Black Impact: Consumer Culture Report
- USPS – Delivering Trust with Direct Mail
- Fast Company – Belonging is More Powerful than Branding
- Adweek – Community Marketing is the New Influencer Strategy
- The Lives of Men – Jason Rosario
TL;DR (but honestly, just read it)
- Marcus Collins says: virality is overrated—belief spreads through community.
- For service-based professionals, community trust beats digital reach every time.
- Direct mail is powerful when it tells stories local people actually care about.
- You don’t need to go viral. You need to go relevant.
- Belief is the bridge. Trust is the transmission. Mail is the medium.
- Tell stories. Localize your voice. Embed in a culture—not just a market.
Next up: We take a sharp left into bold, unapologetic brand personality with Bozoma Saint John. If Marcus is the strategist, Bozoma is the vibe, the voice, and the volume.
