Description

The architect of some of the most famous ad campaigns of the last decade argues that culture is the most powerful vehicle for influencing behavior, and shows readers how to harness culture to inspire other people to share their vision. 

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 teacher trying to encourage your students. In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. To effectively engage with communities we first need to think hard about what we will contribute to those communities.

Collins uses stories from his own life as a top marketer, from spearheading digital strategy for Beyoncé, 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 behavior. 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 to inspire collective change by encouraging us to always consider not only what culture can do for us, but what we can do for the culture.
 

Praise

“Perceptive…[Collins] has a knack for delivering his smart ideas in accessible prose. This is a superior program on how the business world can use the interplay between culture, consumption, and identity to their advantage.”  —Publishers Weekly
“[Collins] offers plenty of food for thought about how the social landscape is evolving… With personal stories and a dry wit, he bridges the gap between cultural theory and marketing practice.”  —Kirkus
“A must-have for any leader, marketer, or simply any person who wants to understand how culture impacts the world around us and how they can [create] impactful contributions to the tapestry of what shapes human connection.” —God-Is Rivera, VP, Inclusive Marketing, Disney Media & Entertainment
"Marcus Collins does much more here than identify potent drivers of human conduct such as values, ideologies, norms, and trends. With compelling prose and vivid accounts, he locates their common source in the concept of culture—which he beautifully dissects and knits back together for readers like a skilled surgeon." —Robert Cialdini, author of Influence and Pre-Suasion
"Diving deeply into what moves real people, not personas and archetypes, Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action. This book is insightful, enlightening, and sure to challenge any preconceived notions about communicating with the world. Talk the talk, walk the walk, and always do it for the culture.”
  —Jay Norman, Global Head of Music Marketing, Spotify
"An engrossing book that will make you better at any job. Warning: you might be up all night reading it." —Scott Galloway, NYU professor of marketing and author of Adrift
"If you’ve ever wondered how some of the most successful businesses and brands in the world have caught fire and created enduring relevance, this book is well worth the read. In For The Culture, Collins provides an insightful blueprint for harnessing the power of identity and culture to ultimately build brand love and inspire action. After reading Collins' well-crafted gem, you will never go about marketing, advertising, or building communities quite the same way." —Kenny Mitchell, CMO, Snap
"We all know that culture can be a vehicle for influence, but in For the Culture, Collins shows us how. Collins 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, Wharton Professor and bestselling author of Contagious, The Catalyst, and Magic Words
“Creating a brand that meets customers at the intersection of the cultural and commerce is the key to connecting with customers in a more authentic and meaningful way. For The Culture shows how companies can build brands that resonate with their market on a deeper level and create a strong emotional connection that will reward their business in the fight for their lifetime value.” —Tariq Hassan, Chief Marketing & Customer Experience Officer, McDonald’s USA
"I can confidently say that this book is a game changer. Collins's insights on the role of culture as the kindling to the brushfire of public opinion are absolutely powerful and necessary. This book is a must-read for anyone looking to deepen their understanding of the catalytic power of culture as a force for growth and for good." —Tristan Walker, Founder & CEO Walker & Company Brands
"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
"For the Culture explains the profound influence of cultural perspectives on consumer worlds like never before. Containing rich examples from entertainment, sports, and technology with deep behind-the-scenes dives into his advertising campaigns and his inspirational personal story, Collins’ beautifully written book is a must-read for anyone who wants to understand today’s trillion-dollar dance of brands and culture." —Robert V. Kozinets, Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication, University of Southern California
“While great brands have always tapped into culture to deliver massive wins for themselves and their stakeholders, the idea of culture, and how to consistently and appropriately leverage it, has remained a mystery to most. With For the Culture, Marcus Collins not only makes the definitive argument for why engaging in culture is critical to commerce and anyone who wants to influence behavior, but he also removes the mystery behind how it’s done without misusing or appropriating it.” —Detavio Samuels, CEO, Revolt
"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, cofounder and CEO, Reddit
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