Overview

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.

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9781035020034

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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 <i>Influence</i> and <i>Pre-Suasion</i> Engrossing. You might be up all night reading it. -- Scott Galloway, bestselling author of <i>The Four</i> 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 <i>Contagious</i> 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 today’s 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 <i>Chief Culture Officer</i> 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

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 -- Robert Cialdini, bestselling author of <i>Influence</i> and <i>Pre-Suasion</i> Engrossing. You might be up all night reading it -- Scott Galloway, bestselling author of <i>The Four</i> 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 <i>Contagious</i> 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 -- 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 <i>Chief Culture Officer</i> 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 Inc.

Author Information

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 the Advertising Age 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 and 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.

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