Good Is the New Cool Guide to Meaningful Marketing: How Brands Can Win with Conscious Consumers - Hardcover

by Afdhel Aziz (Author), Bobby Jones (Author)

How brands can evolve to win with conscious consumers

The 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 growth
• The 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.

Front Jacket

Marketers today face unprecedented challenges as consumers demand more from brands--they want products that are not only stylish but also sustainable and socially impactful. Every dollar spent is a vote for the kind of world consumers want to live in, giving them the power to shape a future where cool and responsible coexist. To thrive in this landscape, brands need to do more than just sell; they must inspire and connect with purpose.

In the Good Is the New Cool Guide to Meaningful Marketing, Afdhel Aziz and Bobby Jones, Co-Founders of leading purpose consultancy Conspiracy of Love (which advises Fortune 500 companies like Coca-Cola, Adidas, Sephora and The Gap) reveal this seismic shift in the zeitgeist that they predicted, where doing social good has the potential to quickly propel a brand to great heights, and how marketing has a crucial role to play in this brave new world.

From leaders at brands like Oreo, Chobani, and Brand Jordan at Nike, and cutting edge nonprofits like Choose Love, RIVET and PRODUCT (RED), to the managers of superstars like Lady Gaga, Pharrell and Justin Bieber, the book interviews pioneers who are leading this new movement so that you can learn from their success.

Readers will also learn about the three key factors driving this cultural change, from conscious Millennial and Gen-Z consumers, to technological disruption, and learn a unique marketing model featuring principles like "Think Citizens Not Consumers," "Don't Advertise Solve Problems," and "Back Up the Promise with the Proof," to show how to authentically and profitably practice purpose-driven marketing.

The Good Is the New Cool Guide to Meaningful Marketing is an essential read for all business leaders, executives, managers, and entrepreneurs seeking to leverage marketing strategies to rise to the challenge of creating a better world--and experience greater business success while they do it.

Back Jacket

PRAISE FOR GOOD IS THE NEW COOL GUIDE TO MEANINGFUL MARKETING

"Afdhel, Bobby, and Conspiracy of Love are key partners on this journey to bring our purpose to life."
--VICKY L. FREE, former CMO, Global Brand Marketing, Adidas

"Every business, brand, and individual involved in the business of brands should sit up and take note."
--PAUL WOOLMINGTON, CEO, Canvas Worldwide

"Afdhel, Bobby, and the team at Conspiracy of Love are the real deal. Smart, empathetic, strategic and seasoned; they really know how to guide an organization to imagine and realize their essential Purpose."
--TOM HERBST, former CMO, The North Face

"As we begin to enter the golden age in which brands unlock the tremendous potential of technology to do good, VCs and founders alike should treat this book as their indispensable guide to creating disruptive businesses with integrity and soul."
--DAVID JONES, Founder and CEO, The Brandtech World

"As the world rightly moves to stakeholder capitalism, how companies lead, market, and transform their culture will require a reexamining of purpose. Good Is the New Cool Guide to Meaningful Marketing should be their handbook."
--EVE RODSKY, Author of Fair Play

"Bobby and Afdhel shine a light on the global changemakers using their creative influence for good, and illustrate how bold action can both push culture forward and lead to impactful and lasting social change."
--MICHAELLA SOLAR-MARCH, Chief Marketing Officer, Two Trees Management Co.

"The beautiful thing is that a purpose-driven existence doesn't have to happen outside of your day job. Good Is the New Cool Guide to Meaningful Marketing offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives."
--TAUNA DEAN, Founder, Kind World Collective

Author Biography

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.