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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:
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.
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, Mondelez, 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 1
Why We Wrote Good Is the New Cool 7
Bobby's Story 13
Afdhel's Story 19
Part I: Good Is the New Cool 23
Chapter 1: How Good Became the New Cool 25
A Day in the Life of Conscious Consumers 26
Millennials and Gen Z Have New Expectations of Brands 30
2024 Millennial and Gen Z-Purpose and Consumption Statistics 31
The Disruptive Impact of Technology on Advertising 35
The Crisis of Meaningfulness in Marketing 37
Chapter 2: The New Model of Marketing 41
The Time Is Now 42
How to Harness the Power of Cool 45
The Architects of Cool Are on Your Side 52
The New Nonprofits 57
Part II: The Seven Principles of How to Market Like You Give a Damn 61
Chapter 3: Know Your Purpose 63
Scooter Braun, Founder, SB Projects 65
Peter McGuinness, President, Chobani 75
Amy Smith, Chief Brand Officer, TOMS 83
Chapter 4: Find Your Allies 89
Jenifer Willig, Founder, (PRODUCT) RED 91
Greg Propper, Cofounder, Propper Daley 97
Dan Goldenberg, Call of Duty Endowment, Activision Blizzard 105
Chapter 5: Think Citizens, Not Consumers 111
Fernanda Romano, Dulux 113
Eric Dawson, CEO and Christina Rose, CMO, Rivet 119
Justin Parnell, SVP Marketing and Insights, Oreo 123
Chapter 6: Lead with the Cool, But Bake in the Good 131
Jason Mayden, Chief Design Officer, Jordan Brand, Nike 133
Mimi Valdés, Chief Creative Officer, I Am other 143
Jocelyn Cooper, Cofounder, Afropunk 155
Chapter 7: Don't Advertise, Solve Problems 163
Elyssa Gray, Head of Creative and Media, Citibank 165
Peter Koechley, Cofounder, Upworthy 171
Marco Vega, Cofounder, We Believers 183
Chapter 8: People Are the New Media 189
Kfir Gavrieli, Cofounder, Tieks 191
Jaha Johnson, Manager, Common and Usher 195
Josie Naughton, Cofounder, Choose Love 209
Chapter 9: Back Up the Promise with the Proof 215
Laura Probst, Head of Social Goodness, the Honest Company 217
Bobby Campbell, Manager, Lady Gaga 227
Andy Fyfe, Community Development, B Lab 239
Part III: How to Get Started Today 247
Chapter 10: Dream It, Do It, Share It! 249
Our Final Thought: Think Transformational, Not Transactional 253
Resources and Other Links 257
References 259
About the Authors 263
Acknowledgments 267
Index 269
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