For the Culture

From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover how you can harness the most powerful vehicle for influencing behaviour: true cultural engagement 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 to inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture. With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows how you can do the same. Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence.