Compelling and vivid. Collins identifies the concept of culture as a key driver of human behaviour and he beautifully dissects and knits it back together for readers like a skilled surgeon -- Robert Cialdini, bestselling author of Influence and Pre-Suasion Engrossing. You might be up all night reading it -- Scott Galloway, bestselling author of The Four Some people seem to intuitively get it. Most do not. Collins articulates it for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture -- Steve Huffman, co-founder and CEO, Reddit Insightful and enlightening. Diving deeply into what moves real people, not personas and archetypes, Dr. Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action -- Jay Norman, Global Head of Music Marketing, Spotify We all know culture can be a vehicle for influence, but in For the Culture, Collins shows us how. He provides fascinating deep-dives into the power of cultural community and illustrates how we can use it to change minds and inspire action -- Jonah Berger, bestselling author of Contagious Containing rich examples from entertainment, sports and technology with deep dives into his own advertising campaigns and his inspirational personal story, Marcus Collinss beautifully written book is a must-read for anyone who wants to understand todays trillion-dollar dance of brands and culture -- Robert V. Kozinets, Chair of Strategic Public Relations and Business Communication, University of Southern California Collins is a comet moving effortlessly through branding, marketing, engagement, advertising, social media and meaning-making, giving new life, clarity and purpose to them all. My advice: read this book! It will transform you, your career and how you see the world -- Grant McCracken, anthropologist and author of Chief Culture Officer The new bible for anyone who wants to understand how to influence behaviour through culture . . . Uniquely compelling -- Lorraine Twohill, Chief Marketing Officer, Google After reading Collinss well-crafted gem, you will never go about marketing, advertising or building communities in quite the same way -- Kenny Mitchell, Global Chief Marketing Officer, Levi Strauss & Co. and former Chief Marketing Officer, Snap Inc. What is culture, exactly? Mr. Collins calls it the operating system by which we live, and includes identity, shared language, social norms, and cultural productionart, movies, fashion, and branded products. To help develop this picture he hauls in the big guns of social psychology, anthropology, and even French philosophy, marshaling such forces in an elegantly friendly writing style -- The Wall Street Journal 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
