Activate Brand Purpose

How to Harness the Power of Movements to Transform Your Company

By: Scott Goodson, Chip Walker

Narrated by: Robert Fass

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 percent 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 listeners 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.

©2021 Kogan Page Limited (P)2021 Scott Goodson

Great book for activating purpose

So many brands we see today seem to claim that they have a deeper purpose than just making money yet when it comes to walking the talk, they all seem to tumble. This book is a great read and teaches you business leaders how to authentically activate their stated purpose and how to make sure consumers and employees alike relate to that purpose. It’s not just about marketing, it’s about actually using marketing to benefit society and bring about social good.

The definitive book on purpose for marketers & HR professionals

I couldn't recommend this book more if you want to activate your organization's purpose and truly act on the issues that matter. The main takeaways I learned were how to launch a movement internally to foster a positive culture and how Movement Thinking is a smarter solution to capture your audiences' attention compared to advertising. The audio book is a must-buy, especially because the narration is so pleasant to listen to.

A great read!

Activate Brand Purpose is an accessible and comprehensive book about everything one needs to know about purpose driven companies and why it drives financial performance and contributes to a greater culture. The book has a number of interesting and inspiring examples (among which Patagonia is one) that illustrates how the theories presented in the book can be put into practice. I would recommend it to anyone interested in marketing, advertising, movement building, activism and advocacy - students and professionals alike. The topic feels especially timely in this day and age amidst changing consumer patterns, high workforce turnover and uncertainty about the future.