For the Culture: The Power Behind the World's Most Successful Brands, from Apple to Beyonc

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Discover the Powerful Force Behind What We Buy, What We Do, and Who We Want to Be We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behaviour. To effectively engage with communities we first need to think hard about what we will contribute to those communities and how we align with their core values. Collins uses stories from his own life as a top marketer - from spear-heading digital strategy for Beyonc, to working with iTunes and Nike+ on their collaboration, to the successful launch of the Nets NBA team in Brooklyn - to break down the ways in which culture influences behaviour. Then, he shows readers how they can do the same. With a deep perspective based on a century's worth of data, and designed for our hyper-connected, light-speed world, For the Culture will give readers the tools for building a brand by encouraging us to always consider not only what culture can do for us, but what we can do for the culture.

Reviews

Compelling and vivid. Collins identifies the concept of culture as a key driver of human behavior and he beautifully dissects and knits it back together for readers like a skilled surgeon. -- Robert Cialdini, bestselling author of Influence and Pre-Suasion
Engrossing. You might be up all night reading it. -- Scott Galloway, bestselling author of The Four
Some people seem to intuitively get it. Most do not. Collins articulates it for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture. -- Steve Huffman, co-founder and CEO, Reddit
Insightful and enlightening. Diving deeply into what moves real people, not personas and archetypes, Dr. Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action -- Jay Norman, Global Head of Music Marketing, Spotify
We all know culture can be a vehicle for influence, but in For the Culture, Collins shows us how. He provides fascinating deep-dives into the power of cultural community and illustrates how we can use it to change minds and inspire action. -- Jonah Berger, bestselling author of Contagious
Containing rich examples from entertainment, sports, and technology with deep dives into his own advertising campaigns and his inspirational personal story, Marcus Collins beautifully written book is a must read for anyone who wants to understand todays trillion-dollar dance of brands and culture -- Robert V. Kozinets, Chair of Strategic Public Relations and Business Communication, University of Southern California
Collins is a comet moving effortlessly through branding, marketing, engagement, advertising, social media, and meaning making, giving new life, clarity and purpose to them all. My advice: read this book! It will transform you, your career, and how you see the world -- Grant McCracken, anthropologist and author of Chief Culture Officer
The new bible for anyone who wants to understand how to influence behaviour through culture . . . Uniquely compelling -- Lorraine Twohill, Chief Marketing Officer, Google
After reading Collins's well-crafted gem, you will never go about marketing, advertising or building communities in quite the same way -- Kenny Mitchell, Chief Marketing Officer, Snap

Author Bio

Marcus Collins is an award-winning marketer and cultural translator who has worked for several top ad agencies. He is a recipient of Advertising Age's 40 Under 40 award and Crain's Business 40 Under 40 award, and a recent inductee into the American Advertising Federation's Hall of Achievement. He has worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyonc. He is a marketing professor at the Ross School of Business, University of Michigan, and the faculty director for the school's executive education partnership with Google. He is also a faculty member at the Harvard Extension School and the Boston University Questrom School of Business.