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Good is the new cool : market like you give a damn / Afdhel Aziz & Bobby Jones.

by Aziz, Afdhel (Branding professional) author.

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New York : Regan Arts, c2016.

Marketing -- Social aspects.

Marketing -- Moral and ethical aspects.

Branding (Marketing) -- Social aspects.

Branding (Marketing) -- Moral and ethical aspects.

Social responsibility of business.

9781682450468 (hardcover) :

ix, 292 pages : illustrations ; 22 cm

First Regan Arts hardcover edition.

part I. Good is the new cool: How good became the new cool ; The new model of marketing -- part II. The seven principles of how to market like you give a damn: Know your purpose ; Find your allies ; Think citizens, not consumers ; Lead with the cool, but bake in the good ; Don't advertise, solve problems ; People are the new media ; Back up the promise with the proof -- part III. How to get started today: Dream it, do it, share it! ; Final thought : think transformational, not transactional ; Resources and other links.

"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. Its a tall order, and with new technology empowering consumers to bypass advertisements altogether, it wont 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--from "Treat People as Citizens, Not Consumers," to "Lead with the Cool"--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 twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book wont just change your business--it will change the world."--provided by publisher.

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