For the Culture

The Power Behind What We Buy, What We Do, and Who We Want to Be

By: Marcus Collins

Narrated by: Cary Hite

Length: 9 hrs and 32 mins

Publisher's summary

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 listeners 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 listeners 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 listeners 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.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2023 Marcus Collins (P)2023 PublicAffairs

Critic reviews

“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

Eye opening and inspiring

A thought provoking idea told through stories and case studies that make for a compelling listen. Great book!

Incredible - Completely changed my perspective as a marketer!

I feel like this should be required reading for anyone who owns a brand or is focused on brand building. So many great ideas in this book. Let’s move from demographic targeting to tribes. Find your tribe and preach the gospel!
10/10 Highly recommend this book!

Great Read

Very informative! This book will give you a new insight on how to market effectively and reading the culture.

Excellent

Excellent take on culture + marketing + business. Highly recommend for any business operating in 2023 and beyond.

People Move People!

With over two decades in business, I have finally received certain answers to many of my questions by listening to this book! This is a "MUST" read for all business owners. Time to put these things into practice. Thank you Marcus Collins for sharing your secret sauce for success!

My kind of book

I loved the chosen examples and tone- usually business books have a broad/anglo male voice behind them- Collins delivers all anyone needs to know about marketing with just enough flavor for me to feel seen.

Must read!

Recommend to anyone…but it’s a “must read” for marketers and professional communicators. This won’t be the last we hear from Marcus Collins.

Great Book, full of historical facts and current brand examples

Must read for anyone in business and specifically marketing. Reminded me of great examples and bad ones

How are we connecting?

This book is amazing account of the human experience. Howe they connect, the behaviors they developed, and the eventual culture they create. I found it fascinating the shift of how brands fit into the process already taking place and not try to establish their own. I’m using core concepts from this text in consulting gig and in my capacity of a university brand professor. Thank you Dr. Collins for defining culture for the industry, it desperately needed it.

Excellent read and go to book on the why behind marketing

A solid book that covers detailed concepts of how culture and marketing can be done right as well examples of marketing, culture and cultural appropriation gone wrong.