Marcus Collins, Best Selling Author, “For the Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyonce”
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 outlines to attendees how to harness culture to inspire other people to share their vision.
We all try to influence others in our daily lives. Whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or an artist promoting your music, you are in the business of getting people to take action. In For the Culture, Marcus Collins argues 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.
Collins is an award-winning marketer and cultural translator with one foot in the world of practice–as the head of strategy at Wieden+Kennedy, NY–and one foot in the world of academia–as a clinical assistant professor of marketing at the Ross School of Business, University of Michigan. His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike.
Over the course of his career, Marcus has developed a practice for creating culturally contagious ideas that inspire people to take action. His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets–among others.
Prior to advertising, Marcus began his career in music and tech working at Apple and running digital strategy for Beyoncé. He is a proud Detroit native, a devoted husband, and a loving father to Georgia and Ivy.