For the Culture

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 Beyonce, 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.