In For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be, Marcus Collins talks about leveraging the power of cultural identity, building brand love, and getting people to act in predictable ways
Marcus Collins is a professor of marketing at the Ross School of Business and the author of For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. He is an inductee into the American Advertising Federation’s Advertising Hall of Achievement and a recipient of the Thinkers50 Radar Distinguished Achievement Award. In an interview with Forbes India, he talks about the meaning of culture and how marketers can leverage that. Edited excerpts:
Q. Why a book on ‘culture’ now?
Culture is a word that we often use but seldom fully understand. Marketers talk about “getting their ideas into culture”. Business leaders wonder “what’s going on with culture?” HR folks declare they have a “good culture here”. We intuitively know that culture is important to almost every facet of business but if you ask five people to define culture, we would get 55 different answers. That’s a problem. If we can’t articulate culture concretely, how do we ever fully leverage its power?
For The Culture is a book that provides the reader a shared language to define culture, a shared understanding to unpack the mechanisms that make up culture, and the knowhow to apply this language and understanding to their practice.