For the Culture

Collin rightfully and richly conveys the power of culture, in determining the outcome of marketing interventions, using several case studies derived from the field of entertainment, religion and sports.Culture influences how we see world, how we behave and what we choose. Once the traditional STP tool has helped marketeer identify target congregation focus is to create communication that resonates with identified congregation or tribe.Visible elements of culture reflects in shared language, behaviour and Artifacts. And careful use of these elements can help brand craft for desired association and acceptance by target segment at Value level and beyond at product or utility level.Collin reiterates that communication is about what is heard and not what’s said and in between two comes the filter of culture, context and alternate channels of communication including friends, peers and influencers.Book does a great job in convincing the marketers to take culture seriously, as it matters most!And if you are already a convert…book is more of an exercise in self confirmation.

I cannot recommend this book enough! It is perfect for anyone interested in advertising or marketing, as well as any consumer-related field. Collins does a fantastic job of putting a modern twist on the book and inviting lots of room for questions and pondering. It puts consumer buying into a unique and interesting perspective!

I work in marketing and this is perhaps one of the most resonant topics; how to engage with and build communities. Collins has a fantastic grasp of culture and sub cultures driving human behaviour citing excellent examples and case studies to support his arguments. A must read for anyone who wants to understand modern marketing.

Now, mind you I’ve been a fan of Marcus’ approach to strategy and culture for the better part of a decade, however, I loved this book. The way he has been able to apply his educational background with real-world experience is something you normally don’t get.By that I mean you typically have someone that gets it based on years of schooling put into practice, or someone who worked their way directly “in it” for years in place of formal schooling or degrees. You can have rockstars in both spaces, very rarely do you get both, and with Marcus you do. He’s a f****** superstar and this book is a great culmination of his thoughts, recaps of past (BIG) activations (I mean he worked with Beyoncé, the Brooklyn Nets & more), and an approach to thinking about strategy and culture that I think is invaluable regardless of where you are in your career.Personally, it’s allowing me to rethink how I approach the “target audiences” as they’ve historically been called. Looking at these groups with a congregation/tribe approach has made differences in my work immediately. That said, of course it’s my own blend. This book will help you get a new lens and then think about how to apply it on your own. So, one Audible listen down, one hard copy read to go.Cheers Dr. Marcus Collins… you got one!

"For the Culture" stands out from typical academic books with its accessible and engaging writing style, making it a joy to read.Marcus Collins, drawing from his real-world professional experience, presents his insights in a relatable and entertaining manner, making the book both educational and enjoyable.Unlike many dry and theoretical texts, Collins brings his experiences as a marketer working with renowned brands such as Beyoncé, Apple, Nike, and the Brooklyn Nets to life, providing readers with concrete examples and frameworks for applying his teachings in real-life scenarios.This unique approach captivates readers and empowers them with practical tools and strategies that can be readily implemented in their endeavors."For the Culture" transcends the boundaries of a traditional academic book, making it an accessible and exciting resource for anyone seeking to understand and leverage the power of culture in their everyday lives.

If Cialdini's 'Influence' is the "sauce," Collins' 'For The Culture' is the "reduction."Wikipedia defines reduction as; intensifying the flavor... until the desired concentration is reached.I could not put this book down!If you liked this book, you will love the keynote that goes with it. I was fortunate to have Dr. Collins give the keynote for an event I attended recently, unreal. The level of commitment that went into his speech, you are unlikely to find anywhere else.If you are a student or practitioner of marketing, this work is a generous gift from one of the leaders and best of our field.I will be gifting this book to colleagues and friends as well.