Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company

by Scott Goodson, Chip Walker

Overview

SHORTLISTED: Business Book Awards 2022 - International Business Book category
CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category

The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. 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.

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, focus on galvanizing people, and they 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.

Product Details

ISBN-13:	9781789668247
Publisher:	Kogan Page, Ltd.
Publication date:	03/30/2021
Pages:	256
Product dimensions:	5.12(w) x 7.87(h) x 0.39(d)

About the Author

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog, the legendary Movement firm. 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, Cambridge Universityand appeared in The New York Times, The Wall Street Journal, The Financial Times 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. Walker 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.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: A call to arms – How to activate purpose with Movement Thinking; ** Chapter - 02: The business case for activating purpose; ** Chapter - 03: Moving to Movement Thinking; ** Chapter - 04: Change the company with a movement, not a mandate; ** Chapter - 05: Movement Inside – Galvanizing the people that matter inside your brand; ** Chapter - 06: Movement Outside – New marketing, branding and advertising for a new customer culture; ** Chapter - 07: Purpose Power Index – New winners and laggards; ** Chapter - 08: How movement increases a merger’s chances of success; ** Chapter - 09: How Movement Thinking fosters collaboration; ** Chapter - 10: Mahindra Rise – A decade of movement; ** Chapter - 11: How to be a galvanizer;

Editorial Reviews

"This book identifies a fundamental problem facing companies today: How to not merely talk about purpose but actually do it."

Ranjay Gulati

"Don't just babysit your brand. Honour and activate your brand to fit the environment."

Steve Wozniak

"We're living in a world that requires leaders to think differently and create a new playbook for operating. There's never been a more important time to lead with purpose and learn from experts like Scott Goodson and Chip Walker."

Hans Vestberg

"Purpose unlocks the power of marketing to drive business growth. This book is a blueprint for its execution."

Susan Johnson

"It's no wonder business leaders are drawing their focus to how company purpose can play a larger role in their organization. They see that creating value for all stakeholders and society at large - not just financial gain for shareholders - means doing more. Done well, many are finding that doing good can also add to the bottom line, and the recommendations within this book share insight on how to activate on this now."

Matthew Lieberman

"The purpose economy is upon us. This book puts forth a new competitive advantage, 'Movement Thinking', as a way to activate purpose for the people who matter inside and outside your company."

Anand Mahindra

"We can only solve the problems confronting society today - inequality, social injustice, sustainability, polarization - if businesses play a key role. And businesses can only play a role when they lead with purpose. To activate your credible purpose, read this book."

Susan Fournier

"Chip Walker and Scott Goodson tackle the toughest part of any purpose journey, which is also the most important one: How to convert wonderful words of a purpose statement into actual behaviour. A must-read for anyone wanting to make sure their purpose work truly connects and drives enduring change."

Amy Fuller