Marcus’s first book, FOR THE CULTURE, is out this May. He has worked with everyone from Beyonce to Nike to McDonald’s (he’s the brains behind the adult happy meal, most recently Cardi B and Offset) and is an award-winning marketer and cultural translator with one foot in the world of practice—serving as the Chief Strategy Officer at Wieden+Kennedy New York—and one foot in the world of academia—as a marketing professor at the Ross School of Business, University of Michigan.
For the Culture is a guide to understanding the cultural forces that shape our world and how individuals and businesses can harness those forces to build identities that stand the test of time. Collins presents a comprehensive framework for developing a culture-driven marketing strategy, including insights on the importance of understanding one’s audience, developing a strong brand narrative, and leveraging social media to create buzz and engagement. Throughout the book, he illustrates the “whys” and the “hows” to empower others to successfully apply these learnings in their own pursuits… be it personal or professional.
