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

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 listeners can do the same. With a deep perspective built on a century’s worth of data, For the Culture gives listeners the tools they need to inspire collective change by leveraging the cheat codes used by some of the biggest brands in the world.

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

Must Read 4 Any MarComm, Social, and Community Pro

The level of insight found in this book surpasses any I've read thus far on the subject of culture and it's importance to marketing. A combination of highs and lows makes this book both relatable and inspiring. Research-backed frameworks combined with practical experience make this a must-read for any marketing, communications, and community development professional.

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.

Eye opening and inspiring

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

I loved the relatable storytelling of the book

I thought this book was a very good listen and believe it provided a very good foundation for building community and how marketers can effectively connect and engage communities. As the writer says, lead with soul and end with the sale.

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.

Master Class

I listen to the book and now I need to get a copy and listen it to it again adding notes. More than a book but a class.