This special episode of Market Says was recorded live in Marcus Collins' marketing classroom at the University of Michigan. Gayle Troberman joins Marcus's class as a guest, and the whole room gets the mic. The question on the table: why do some brands last a hundred years while others are gone in a season? The students look at brand loyalists and at sports fans who keep showing up when the team doesn't. They also ask why picking an AI assistant has become a question of whose founder you believe in. And they get honest about the moment a brand stops being what they believed it was. For every marketer chasing the next trend, the market's advice is simple: know who you are and keep being it.

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​Technology can generate almost anything now. So what's left that only humans can do? In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to make the case that taste is the last real human advantage. The students explain why taste has to be lived rather than learned, which tastemakers they actually trust, and why content built on the average will never connect. For every marketer under pressure to automate the creative work, the market has some advice: keep the humans in the room.

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Moviegoing was supposed to be dying. Then Gen Z sold out theaters all summer. Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to unpack what's actually driving the comeback. Spoiler: it's less about what's on the screen and more about who's in the seat next to you. From sold-out Spider-Man showings to Letterboxd rankings that beat Rotten Tomatoes, this one's about why the movie might just be the excuse, and what that means for anyone trying to market a moment.

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