For the Culture

Resumen del libro

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

Biografía del autor

Marcus Collins es un publicista y profesor universitario. Ha sido director de estrategia en Wieden + Kennedy New York y profesor de Marketing en la Ross School of Business de la Universidad de Míchigan. Reconocido por Advertising Age entre los 40 Under 40 y miembro del Advertising Hall of Achievement, fue incluido por Thinkers50 y Deloitte en su Radar List 2023 como uno de los 30 pensadores que están dando forma al futuro. Sus estrategias creativas han impulsado proyectos como la tecnología Real Tone de Google, el festival Made in America y el lanzamiento del equipo Brooklyn Nets, entre otros. Antes de dedicarse a la publicidad, trabajó en las colaboraciones iTunes + Nike y dirigió la estrategia digital de Beyoncé. Doctor en Marketing por la Temple University, Collins investiga el contagio social y la creación colectiva de significado. Vive en Ann Arbor, Míchigan.