Activate brand purpose : how to harness the power of movements to transform your company / Scott Goodson and Chip Walker.  (Text) (Text)

Goodson, Scott
Walker, Chip (Brand strategist)
Call no.: HD60 .G655 2021Publication: London : Kogan Page Limited, 2021Description: xvii, 236 p. : illISBN: 9781789668247 (paperback); 1789668247 (paperback); 9781789668261 (hardback); 1789668263 (hardback)Subject(s): Social responsibility of businessIndustries -- Social aspectsBranding (Marketing) -- Social aspectsLOC classification: HD60 | .G655 2021
Contents:Introduction -- 01: A call to arms – How to activate purpose with Movement Thinking -- 02: The business case for activating purpose -- 03: Moving to Movement Thinking -- 04: Change the company with a movement, not a mandate -- 05: Movement Inside – Galvanizing the people that matter inside your brand -- 06: Movement Outside – New marketing, branding and advertising for a new customer culture -- 07: Purpose Power Index: New winners and laggards -- 08: How movement increases a merger’s chances of success -- 09: How Movement Thinking fosters collaboration -- 10: Mahindra Rise: A decade of movement;Chapter - 11: How to be a galvanizer -- Index.
Summary: "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"--
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Includes bibliographical references and index.

Introduction -- 01: A call to arms – How to activate purpose with Movement Thinking -- 02: The business case for activating purpose -- 03: Moving to Movement Thinking -- 04: Change the company with a movement, not a mandate -- 05: Movement Inside – Galvanizing the people that matter inside your brand -- 06: Movement Outside – New marketing, branding and advertising for a new customer culture -- 07: Purpose Power Index: New winners and laggards -- 08: How movement increases a merger’s chances of success -- 09: How Movement Thinking fosters collaboration -- 10: Mahindra Rise: A decade of movement;Chapter - 11: How to be a galvanizer -- Index.

"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"--

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