Good Is the New Cool Guide to Meaningful Marketing - by Afdhel Aziz & Bobby Jones (Hardcover)

About the Book

"Today it is no longer enough for a brand to just be good'; it must also be cool'. Modern customers are demanding more social consciousness from the brands that they buy but also want to make sure it's balanced out by the right design, the right aesthetic, the right story told in an authentic and meaningful way. Equal parts self-help, how-to, and business journalism, this book aims to inspire others to be better marketers and citizens by balancing profit and the needs of their customers and communities, all while still innovating and harnessing the force of popular culture. "This book will revolutionize how companies position themselves and their brands, exploring a new purpose-driven business model and the millennial pioneers driving it to entrepreneurial success. Aziz and Jones' bold manifesto is provocative, whip-smart, and with streetwise style this book takes aim at conventional marketing, posing the questions few have had the vision and courage to ask If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing benefits people and planet"--

Book Synopsis

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.

From the Back Cover

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

About the Author

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.