‘Compelling and vivid’ – Robert Cialdini, author of Pre-Suasion

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that to inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture.

With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows how you can do the same.

Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence.

‘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

Aston Martin’s first, wickedly fast models were forged at a time when Ferrari’s premises at Maranello was nothing but a ploughed field. This book celebrates a century of innovators who kept the fire burning brightly for over a century, from the visionary pioneers Martin and Bamford to modern-day design guru Adrian Newey; from a glamorous web of pre- and post-war spies and racing drivers, to David Brown and the achingly beautiful DB models beloved of Bonds past and present.

Ben Collins explores the car with the double-o prefix from a unique perspective behind the wheel, carving through country lanes in his father’s V8 Vantage, driving Aston Martins in four James Bond movies and competing against them in the legendary Le Mans 24-hour race.

Ultimately, this is a very British success story: of a triumph of engineering that has burned brightly from the Roaring 20s to the 2020s, and an iconic car that never says die.