Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands - while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool - but now they need to be good, too. It's a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won't be long before the old, advertising-based marketing model goes the way of the major label.
If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is the New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take 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 optimizes life?
With seven revolutionary new principles and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the 21st century, and a call to action for anyone interested in building a better tomorrow. This visionary book won’t just change your business—it will change the world.
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Great content, difficult to listen to
Great book but narrator makes it nearly impossible to want to listen to it again. It took a concerted effort to pay attention to the actual content because of the narrator's tone, intonation and too many voice variations. I am going to purchase the hard copy. I want to go back to the content but can't listen to it again.
The narrator changed his voice whenever he quoted someone and it was extremely distracting and off-putting, especially when he was quoting women or person of color. It was almost offensive.