Activate Brand Purpose

How to Harness the Power of Movements to Transform Your Company

Scott Goodson, Chip Walker

• Publisher: Kogan Page
• Year: 2021
• Print ISBN: 9781789668247
• eBook ISBN: 9781789668254
• Edition: 1
• Topic: Betriebswirtschaft
• Subtopic: Unternehmensstrategie

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.

Index

Note: page numbers in italic indicate figures or tables

#BlackLivesMatter 49–51, 50

#ClimateStrike 47

#ComeClean 158

#CutTheCrap 208–09

#FridaysForOurFuture 47

#GenerationGood 158

#JeSuisCharlie 47

#LikeAGirl 56

#MeToo 47, 48, 64

Gillette 20–21

#NeverAgain 47, 48

#OptOutside 22, 29–31, 67, 161, 217

#OptToAct 161

#PlayFree 159

#UmbrellaRevolution 47

‘100 Best Companies to Work for’ 162

2008 financial crisis 18, 39, 52

Accenture 190

ACS 86

activation failure 19–22

activism, rise of 47–52

‘cancel culture’ 55

economic inequality 51

politics 51

power shifts 49

social media, role of 47, 49–51, 50

young people 52

ADM 190

Admap Magazine 187

Adweek 54

Agarwal, Shruti 193

agile product development 101

Alight 110

alignment, of stakeholders 18, 33–34, 34, 41

Allbirds 15

Always 56, 222

Amazon 153, 164

Whole Foods 171–72

American Express

COVID-19 pandemic 57

Small Business Saturday 57, 67–68

Stand for Small 57, 68, 222

Anti-Defamation League 55

anti-mask movement 47

Apple 16, 55, 153, 164

APPrise 120

Arab Spring 47, 51

Artz, Eric 30

Asch, Solomon 53

Association of National Advertisers 10, 38

AT&T 176

Atlantic, The 52

Aziz, Afdhel 11, 226

importance of purpose 33

purpose metrics 42, 96

‘B2B Purpose Paradox, The’ 15, 38, 151

Balakrishnan, Karthik 198, 204

Banikarim, Maryam 12

Bank of America 39–40, 61

Barbie 55

Baxter 190

BB&T 179, 180

Beer, Jeff 160

...

Table of contents

• List of figures
• About the authors
• Acknowledgements
• Abbreviations
• 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
• 11 How to be a galvanizer
• Index