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Activate Brand Purpose

How to Harness the Power of Movements to Transform Your Company

Tap into the rise of the conscious consumer. Activate your brand's purpose and turn it into meaningful action, to show your customers what you truly stand for.
EAN: 9781789668247
Edition: 1
Format: 234x156
256 pages

About the book

Being an active, purpose-driven brand has never been more meaningful. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. Become a truly 'purpose-driven' brand that creates action, with this proven framework.

We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way.

Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, consumers will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.

Written by a veteran of the marketing and transformation industry, and the founder of the Movement Thinking and Movement Marketing crusade, Activate Brand Purpose is the definitive guide to this transformative approach to business growth.

About the authors

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog. For 25 years he has helped leaders galvanize people and organizations around shared purpose via 'Movement Thinking' to achieve competitive advantage. He has worked with Google, Emirates Airline, P&G, Truist and Mercedes. He has lectured at Harvard Business School and appeared in the NY Times, The FT, and Harvard Business Review.

Chip Walker, based in New York, is the Head of Strategy at StrawberryFrog. He has led the charge in transforming brands such as Goldman Sachs, Lexus, Bank of America, and Jim Beam. Chip is a frequent speaker at major events including Cannes Lions Festival, Sustainable Brands and the Conference Board. His writing and opinions have appeared in places like The New York Times, The Chicago Tribune and CNBC.