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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

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

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog. For the last 25 years he has worked with some of the world's most iconic companies including Google, Emirates Airline, Heineken, Coca Cola, Jim Beam, Mercedes, Mahindra and Walmart. He invented the concept of Movement Thinking, an approach that uses the principles of societal movements to solve marketing and leadership challenges. Scott has lectured on the subject at Harvard Business School, Columbia, Cambridge, TEDx, on BBC World Service, NPR, CNN, and has appeared in The New York Times, The FT, WSJ, the Economist, the Harvard Business Review, Fast Company, and Forbes.

More about Scott Goodson

Chip Walker

Chip Walker, based in New York, leads the strategy and research divisions at StrawberryFrog. He has helped to lead the transformations of organizations including Bank of America, Goldman Sachs and Morgan Stanley and has also grown significant brand identities for PepsiCo, Jim Beam, and Heineken.

More about Chip Walker