For the Culture

Marcus Collins, award-winning marketer and strategist to some of the world's biggest companies, explains why 'culture' is the key to influencing mass behaviour.

Compelling and vivid. Collins identifies the concept of culture as a key driver of human behaviour – and he beautifully dissects and knits it back together for readers like a skilled surgeon

Engrossing. You might be up all night reading it

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

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

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

Containing rich examples from entertainment, sports and technology with deep dives into his own advertising campaigns and his inspirational personal story, Marcus Collins’s beautifully written book is a must-read for anyone who wants to understand today’s trillion-dollar dance of brands and culture

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

The new bible for anyone who wants to understand how to influence behaviour through culture . . . Uniquely compelling

After reading Collins’s well-crafted gem, you will never go about marketing, advertising or building communities in quite the same way

What is culture, exactly? Mr. Collins calls it the operating system by which we live, and includes identity, shared language, social norms, and cultural production—art, movies, fashion, and branded products. To help develop this picture he hauls in the big guns of social psychology, anthropology, and even French philosophy, marshaling such forces in an elegantly friendly writing style

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

Marcus Collins is an award-winning marketer and cultural translator who has worked for several top ad agencies. His deep understanding of brand strategy and consumer behaviour has helped him bridge the academic-practitioner gap for blue-chip brands and start-ups alike. 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 Beyoncé.

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. For the Culture is his first book.