For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be - REVIEW

by Marcus Collins

The architect of some of the most famous ad campaigns of the last decade argues that culture is the most powerful vehicle for influencing behavior, and shows readers how to harness culture to inspire other people to share their vision. 

We all try to influence others in our daily lives. Whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or an artist promoting your music, you are in the business of getting people to take action. In For the Culture, Marcus Collins argues true cultural engagement is the most powerful vehicle for influencing behavior. If you want to get people to move, you must first understand the underlying cultural forces that make them tick.

Collins uses stories from his own work as an award-winning marketer—from spearheading digital strategy for Beyoncé, to working on Apple and Nike collaborations, to the successful launch of the Brooklyn Nets NBA team—to break down the ways in which culture influences behavior and how readers can do the same. With a deep perspective, and built on a century’s worth of data, For the Culture gives readers the tools they need to inspire collective change by leveraging the cheat codes used by some of the biggest brands in the world. This is the only book you’ll need if you want to influence people to take action.

PublicAffairs
ISBN-13 978-1541700963

The Black President: Hope and Fury in the Age of Obama - REVIEW

The Black President: Hope and Fury in the Age of Obama
by Claude A. Clegg III

In The Black President, the first interpretative, comprehensive history of Barack Obama's presidency in its entirety, Claude A. Clegg III situates the former president in his dynamic, inspirational, yet contentious political context. He captures the America that made Obama's White House years possible, while insightfully rendering the America that resolutely resisted the idea of a Black chief executive, thus making conceivable the ascent of the most unlikely of his successors.

In elucidating the Obama moment in American politics and culture, this book is also, at its core, a sweeping exploration of the Obama presidency's historical environment, impact, and meaning for African Americans--the tens of millions of people from every walk of life who collectively were his staunchest group of supporters and who most starkly experienced both the euphoric triumphs and dispiriting shortcomings of his years in office. In Obama's own words, his White House years were "the best of times and worst of times" for Black America. Clegg is vitally concerned with the veracity of this claim, along with how Obama engaged the aspirations, struggles, and disappointments of his most loyal constituency and how representative segments of Black America engaged, experienced, and interpreted his historic presidency.

Clegg draws on an expansive archive of materials, including government records and reports, interviews, speeches, memoirs, and insider accounts, in order to examine Obama's complicated upbringing and early political ambitions, his delicate navigation of matters of race, the nature and impacts of his administration's policies and politics, the inspired but also carefully choreographed symbolism of his presidency (and Michelle Obama's role),and the spectrum of allies and enemies that he made along the way. The successes and the aspirations of the Obama era, Clegg argues, are explicitly connected to our current toxic political discourse. Combining lively prose with a balanced, nonpartisan portrait of Obama's successes and failures, The Black President will be required reading not only for historians, politics junkies, and Obama fans but also for anyone seeking to understand America's contemporary struggles with inequality, prejudice, and fear.

Claude A. Clegg III is the Lyle V. Jones Professor of History and African American Studies at the University of North Carolina at Chapel Hill. He is the author of An Original Man: The Life and Times of Elijah Muhammad and Troubled Ground: A Tale of Murder; Lynching, and Reckoning in the New South.

John Hopkins University Press

ISBN: 978-1-4214-4188-7