For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be

In this illuminating book, the architect of some of the most famous ad campaigns of the last decade reveals how our perspective can be influenced by culture.

In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. If you want to get people to move, you must first understand the underlying cultural forces that make them tick. 

Collins uses stories from his own work as an award-winning marketer—from spearheading digital strategy for Beyoncé, to working on Apple and Nike collaborations, to the successful launch of the Brooklyn Nets NBA team—to break down the ways in which culture influences behavior and how readers can do the same. With a deep perspective built on a century’s worth of data, For the Culture gives readers the tools they need to inspire collective change by leveraging the cheat codes used by some of the biggest brands in the world. 

Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former head of strategy at Wieden+Kennedy New York and a clinical assistant professor of marketing at the Ross School of Business, University of Michigan. He lives in Ann Arbor, Michigan.