EBOOK
For the Culture
The Power Behind The World's Most Successful Brands, From Apple To Beyoncé
Marcus Collins(0)
About
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 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 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.
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. One of America's top advertising professionals explains why 'culture' is the way to influence mass behaviour.
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 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 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.
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. One of America's top advertising professionals explains why 'culture' is the way to influence mass behaviour.