{"product_id":"good-is-the-new-cool-guide-to-meaningful-marketing-isbn-9781394281756","title":"Good Is the New Cool Guide to Meaningful Marketing","description":"\u003cp\u003e\u003cb\u003eHow brands can evolve to win with conscious consumers\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIn this book, readers will learn about:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow brands can authentically discover and deploy their social purpose in ways that drive brand love and financial growth\u003c\/li\u003e \u003cli\u003eThe Seven Steps of Meaningful Marketing, including “Think Citizens Not Consumers,” “Solve Problems from the Everyday to the Epic,” and “People are the New Media”\u003c\/li\u003e \u003cli\u003eHow brands can collaborate with nonprofits to make money and do good at the same time, using examples from Product(RED), Rivet, and Choose Love\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cbr\u003eThe \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eWhy We Wrote Good Is the New Cool 7\u003c\/p\u003e \u003cp\u003eBobby’s Story 13\u003c\/p\u003e \u003cp\u003eAfdhel’s Story 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Good Is the New Cool 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: How Good Became the New Cool 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Day in the Life of Conscious Consumers 26\u003c\/p\u003e \u003cp\u003eMillennials and Gen Z Have New Expectations of Brands 30\u003c\/p\u003e \u003cp\u003e2024 Millennial and Gen Z—Purpose and Consumption Statistics 31\u003c\/p\u003e \u003cp\u003eThe Disruptive Impact of Technology on Advertising 35\u003c\/p\u003e \u003cp\u003eThe Crisis of Meaningfulness in Marketing 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: The New Model of Marketing 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Time Is Now 42\u003c\/p\u003e \u003cp\u003eHow to Harness the Power of Cool 45\u003c\/p\u003e \u003cp\u003eThe Architects of Cool Are on Your Side 52\u003c\/p\u003e \u003cp\u003eThe New Nonprofits 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Seven Principles of How to Market Like You Give a Damn 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Know Your Purpose 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eScooter Braun, Founder, SB Projects 65\u003c\/p\u003e \u003cp\u003ePeter McGuinness, President, Chobani 75\u003c\/p\u003e \u003cp\u003eAmy Smith, Chief Brand Officer, TOMS 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Find Your Allies 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJenifer Willig, Founder, (PRODUCT) RED 91\u003c\/p\u003e \u003cp\u003eGreg Propper, Cofounder, Propper Daley 97\u003c\/p\u003e \u003cp\u003eDan Goldenberg, Call of Duty Endowment, Activision Blizzard 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Think Citizens, Not Consumers 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFernanda Romano, Dulux 113\u003c\/p\u003e \u003cp\u003eEric Dawson, CEO and Christina Rose, CMO, Rivet 119\u003c\/p\u003e \u003cp\u003eJustin Parnell, SVP Marketing and Insights, Oreo 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Lead with the Cool, But Bake in the Good 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJason Mayden, Chief Design Officer, Jordan Brand, Nike 133\u003c\/p\u003e \u003cp\u003eMimi Valdés, Chief Creative Officer, I Am other 143\u003c\/p\u003e \u003cp\u003eJocelyn Cooper, Cofounder, Afropunk 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Don’t Advertise, Solve Problems 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eElyssa Gray, Head of Creative and Media, Citibank 165\u003c\/p\u003e \u003cp\u003ePeter Koechley, Cofounder, Upworthy 171\u003c\/p\u003e \u003cp\u003eMarco Vega, Cofounder, We Believers 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: People Are the New Media 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKfir Gavrieli, Cofounder, Tieks 191\u003c\/p\u003e \u003cp\u003eJaha Johnson, Manager, Common and Usher 195\u003c\/p\u003e \u003cp\u003eJosie Naughton, Cofounder, Choose Love 209\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Back Up the Promise with the Proof 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLaura Probst, Head of Social Goodness, the Honest Company 217\u003c\/p\u003e \u003cp\u003eBobby Campbell, Manager, Lady Gaga 227\u003c\/p\u003e \u003cp\u003eAndy Fyfe, Community Development, B Lab 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: How to Get Started Today 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Dream It, Do It, Share It! 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOur Final Thought: Think Transformational, Not Transactional 253\u003c\/p\u003e \u003cp\u003eResources and Other Links 257\u003c\/p\u003e \u003cp\u003eReferences 259\u003c\/p\u003e \u003cp\u003eAbout the Authors 263\u003c\/p\u003e \u003cp\u003eAcknowledgments 267\u003c\/p\u003e \u003cp\u003eIndex 269\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAFDHEL AZIZ\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBOBBY JONES\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003eMarketers today face unprecedented challenges as consumers demand more from brands—they want products that are not only stylish but also sustainable and socially impactful. Every dollar spent is a vote for the kind of world consumers want to live in, giving them the power to shape a future where cool and responsible coexist. To thrive in this landscape, brands need to do more than just sell; they must inspire and connect with purpose.  \u003c\/p\u003e\u003cp\u003eIn the \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing\u003c\/i\u003e, Afdhel Aziz and Bobby Jones, Co-Founders of leading purpose consultancy Conspiracy of Love (which advises Fortune 500 companies like Coca-Cola, Adidas, Sephora and The Gap) reveal this seismic shift in the zeitgeist that they predicted, where doing social good has the potential to quickly propel a brand to great heights, and how marketing has a crucial role to play in this brave new world. \u003c\/p\u003e\u003cp\u003eFrom leaders at brands like Oreo, Chobani, and Brand Jordan at Nike, and cutting edge nonprofits like Choose Love, RIVET and PRODUCT (RED), to the managers of superstars like Lady Gaga, Pharrell and Justin Bieber, the book interviews pioneers who are leading this new movement so that you can learn from their success.  \u003c\/p\u003e\u003cp\u003eReaders will also learn about the three key factors driving this cultural change, from conscious Millennial and Gen-Z consumers, to technological disruption, and learn a unique marketing model featuring principles like “Think Citizens Not Consumers,” “Don’t Advertise Solve Problems,” and “Back Up the Promise with the Proof,” to show how to authentically and profitably practice purpose-driven marketing. \u003c\/p\u003e\u003cp\u003eThe \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing \u003c\/i\u003eis an essential read for all business leaders, executives, managers, and entrepreneurs seeking to leverage marketing strategies to rise to the challenge of creating a better world—and experience greater business success while they do it.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR GOOD IS THE NEW COOL GUIDE TO MEANINGFUL MARKETING\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e“Afdhel, Bobby, and Conspiracy of Love are key partners on this journey to bring our purpose to life.”\u003cbr\u003e \u003cb\u003e—VICKY L. FREE,\u003c\/b\u003e former CMO, Global Brand Marketing, Adidas \u003c\/p\u003e\u003cp\u003e“Every business, brand, and individual involved in the business of brands should sit up and take note.”\u003cbr\u003e \u003cb\u003e—PAUL WOOLMINGTON,\u003c\/b\u003e CEO, Canvas Worldwide \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—TOM HERBST,\u003c\/b\u003e former CMO, The North Face \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—DAVID JONES,\u003c\/b\u003e Founder and CEO, The Brandtech World \u003c\/p\u003e\u003cp\u003e“As the world rightly moves to stakeholder capitalism, how companies lead, market, and transform their culture will require a reexamining of purpose. \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing\u003c\/i\u003e should be their handbook.” \u003cbr\u003e \u003cb\u003e—EVE RODSKY,\u003c\/b\u003e Author of \u003ci\u003eFair Play\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—MICHAELLA SOLAR-MARCH,\u003c\/b\u003e Chief Marketing Officer, Two Trees Management Co. \u003c\/p\u003e\u003cp\u003e“The beautiful thing is that a purpose-driven existence doesn’t have to happen outside of your day job. \u003ci\u003eGood Is the New Cool Guide to Meaningful Marketing\u003c\/i\u003e offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives.”\u003cbr\u003e \u003cb\u003e—TAUNA DEAN,\u003c\/b\u003e Founder, Kind World Collective  \u003c\/p\u003e\u003cp\u003e“Afdhel, Bobby, and Conspiracy of Love are key partners on this journey to bring our purpose to life.”\u003cbr\u003e—\u003cb\u003eVicky L. Free\u003c\/b\u003e, former CMO, Global Brand Marketing, Adidas\u003cbr\u003e\u003cbr\u003e“Every business, brand, and individual involved in the business of brands should sit up and take note.”\u003cbr\u003e—\u003cb\u003ePaul Woolmington,\u003c\/b\u003e CEO, Canvas Worldwide\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eTom Herbst\u003c\/b\u003e, former CMO, The North Face\u003c\/p\u003e \u003cp\u003e“As we begin to enter the golden age in which brands unlock the tremendous potential of technology to do good, VC's and founders alike should treat this book as their indispensable guide to creating disruptive businesses with integrity and soul.”\u003cbr\u003e—\u003cb\u003eDavid Jones\u003c\/b\u003e, Founder and CEO, The Brandtech World\u003c\/p\u003e \u003cp\u003e\"As the world rightly moves to stakeholder capitalism, how companies lead, market, and transform their culture will require a reexamining of purpose. \u003ci\u003eGood Is the New Cool\u003c\/i\u003e should be their handbook.\"\u003cbr\u003e—\u003cb\u003eEve Rodsky\u003c\/b\u003e, Author of \u003ci\u003eFairPlay\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eMichaella Solar-March\u003c\/b\u003e, Chief Marketing Officer, Two Trees Management Co.\u003c\/p\u003e \u003cp\u003e“The beautiful thing is that a purpose-driven existence doesn‘t have to happen outside of your day job. \u003ci\u003eGood Is the New Cool\u003c\/i\u003e offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives.”\u003cbr\u003e—\u003cb\u003eTauna Dean\u003c\/b\u003e, Founder, Kind World Collective\u003c\/p\u003e \u003cp\u003e“Afdhel, Bobby and Conspiracy of Love are wise and trusted partners helping us to authentically navigate the space of purpose with our brands to drive business growth.”\u003cbr\u003e—\u003cb\u003eCiara Dilley\u003c\/b\u003e, Senior Vice President, Future Portfolio and Occasions, PepsiCo\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989303771365,"sku":"NP9781394281756","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394281756.jpg?v=1761783589","url":"https:\/\/k12savings.com\/products\/good-is-the-new-cool-guide-to-meaningful-marketing-isbn-9781394281756","provider":"K12savings","version":"1.0","type":"link"}