Good Is the New Cool Guide to Meaningful Marketing

How Brands Can Win with Conscious Consumers

Inbunden, Engelska, 2025

Av Afdhel Aziz, Bobby Jones, Afdhel (Conspiracy of Love) Aziz, Bobby (Conspiracy of Love) Jones

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How brands can evolve to win with conscious consumersThe Good Is the New Cool Guide to Meaningful Marketing is your guide to future-proof your brand with purpose-driven strategies and activations that meet the demands of the new world of conscious capitalism. This book takes readers behind the scenes at some of the world's most famous brands—from purpose-driven pioneers like TOMS, the Honest Company, and Chobani, to household names like Oreo, Call of Duty, and Brand Jordan—to show you how a new wave of marketers are collaborating with values-driven creators of cool like Pharrell, Lady Gaga, and Justin Bieber.In this book, readers will learn about: How brands can authentically discover and deploy their social purpose in ways that drive brand love and financial growthThe Seven Steps of Meaningful Marketing, including “Think Citizens Not Consumers,” “Solve Problems from the Everyday to the Epic,” and “People are the New Media”How brands can collaborate with nonprofits to make money and do good at the same time, using examples from Product(RED), Rivet, and Choose Love The Good Is the New Cool Guide to Meaningful Marketing earns a well-deserved spot on the bookshelves of all forward-thinking leaders in business, from startups to Fortune 500 companies, seeking to ride the winds of change and market in a better, more meaningful way.

Produktinformation

Utgivningsdatum2025-03-24
Mått152 x 229 x 33 mm
Vikt476 g
FormatInbunden
SpråkEngelska
Antal sidor288
FörlagJohn Wiley & Sons Inc
ISBN9781394281756

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AFDHEL AZIZ is the Chief Purpose Officer of Conspiracy of Love, a global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondelēz, Microsoft, and more. He is also the Co-Founder of Good Is the New Cool, a creative studio and incubator. BOBBY JONES is a visionary entrepreneur and inspiring storyteller whose work has helped leaders in over 140 countries drive meaningful innovation and growth. He is a Co-Founder of Conspiracy of Love, Good Is the New Cool, and RIVET, and inspires audiences through keynotes and workshops to find fulfillment in their work.

Introduction 1Why We Wrote Good Is the New Cool 7Bobby’s Story 13Afdhel’s Story 19Part I: Good Is the New Cool 23Chapter 1: How Good Became the New Cool 25A Day in the Life of Conscious Consumers 26Millennials and Gen Z Have New Expectations of Brands 302024 Millennial and Gen Z—Purpose and Consumption Statistics 31The Disruptive Impact of Technology on Advertising 35The Crisis of Meaningfulness in Marketing 37Chapter 2: The New Model of Marketing 41The Time Is Now 42How to Harness the Power of Cool 45The Architects of Cool Are on Your Side 52The New Nonprofits 57Part II: The Seven Principles of How to Market Like You Give a Damn 61Chapter 3: Know Your Purpose 63Scooter Braun, Founder, SB Projects 65Peter McGuinness, President, Chobani 75Amy Smith, Chief Brand Officer, TOMS 83Chapter 4: Find Your Allies 89Jenifer Willig, Founder, (PRODUCT) RED 91Greg Propper, Cofounder, Propper Daley 97Dan Goldenberg, Call of Duty Endowment, Activision Blizzard 105Chapter 5: Think Citizens, Not Consumers 111Fernanda Romano, Dulux 113Eric Dawson, CEO and Christina Rose, CMO, Rivet 119Justin Parnell, SVP Marketing and Insights, Oreo 123Chapter 6: Lead with the Cool, But Bake in the Good 131Jason Mayden, Chief Design Officer, Jordan Brand, Nike 133Mimi Valdés, Chief Creative Officer, I Am other 143Jocelyn Cooper, Cofounder, Afropunk 155Chapter 7: Don’t Advertise, Solve Problems 163Elyssa Gray, Head of Creative and Media, Citibank 165Peter Koechley, Cofounder, Upworthy 171Marco Vega, Cofounder, We Believers 183Chapter 8: People Are the New Media 189Kfir Gavrieli, Cofounder, Tieks 191Jaha Johnson, Manager, Common and Usher 195Josie Naughton, Cofounder, Choose Love 209Chapter 9: Back Up the Promise with the Proof 215Laura Probst, Head of Social Goodness, the Honest Company 217Bobby Campbell, Manager, Lady Gaga 227Andy Fyfe, Community Development, B Lab 239Part III: How to Get Started Today 247Chapter 10: Dream It, Do It, Share It! 249Our Final Thought: Think Transformational, Not Transactional 253Resources and Other Links 257References 259About the Authors 263Acknowledgments 267Index 269