Book Review – For the Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyoncé

Abstract

Culture is the most powerful tool to influence consumer behavior, so if a brand or company wants to be successful, it is essential to understand the culture and the elements contained in culture- this is what Marcus Collins firmly believes in. In his new book, "For The Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyoncé", Marcus Collins shares his valuable insights and experience, highlighting how the most successful brands such as Apple, Reddit, and McDonald's use the power of culture to achieve business success. What’s more interesting is that he also provides us with more than 10 cases of the successes and failures of differing brands such as Supreme, Patagonia, Beats, IBM, Meta, Coca-Cola, De Beers, Pepsi, and Koda to help readers better understand that a correct understanding of culture and cultural differences allows brands and companies innovate and adjust their strategies according to the needs of their target markets and target groups, ultimately winning the market.Dr. Marcus Collins is globally recognized for his strategic, creative, and academic contributions (American Advertising Federation’s Advertising Hall of Achievement inductee, Thinkers50 Radar Distinguished Achievement Award, Cannes Lion Creative Strategy juror, Ad Age's 40 Under 40 recipient, and Crain’s Business 40 Under 40 recipient) having launched several successful campaigns such as “Cliff Paul” for State Farm, the Made In America Music Festival, and Google’s “Real Tone” technology—among others. He also led iTunes + Nike sports music initiatives at Apple before running a digital strategy for Beyoncé. Besides this, he is the author of the best-selling book For The Culture, which reveals the connection between culture and human behavior (http://marctothec.com/info).