Activate Brand Purpose How to Harness the Power of Movements to Transform Your Company
Produktdetaljer
Biografisk notat
Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog, the legendary Movement firm. For 25 years he has helped leaders galvanize people and organizations around shared purpose via 'Movement Thinking' to achieve competitive advantage. He has worked with Google, Emirates Airline, P&G, Truist and Mercedes. He has lectured at Harvard Business School, Cambridge University and appeared in The New York Times, The Wall Street Journal, The Financial Times and Harvard Business Review. Chip Walker, based in New York, is the Head of Strategy at StrawberryFrog. He has led the charge in transforming brands such as Goldman Sachs, Lexus, Bank of America and Jim Beam. Walker is a frequent speaker at major events including Cannes Lions Festival, Sustainable Brands and the Conference Board. His writing and opinions have appeared in places like The New York Times, The Chicago Tribune and CNBC.Activate Brand Purpose How to Harness the Power of Movements to Transform Your Company
"Don't just babysit your brand. Honour and activate your brand to fit the environment."
Steve Wozniak, Co-founder, Apple
"We're living in a world that requires leaders to think differently and create a new playbook for operating. There's never been a more important time to lead with purpose and learn from experts like Scott Goodson and Chip Walker."
Hans Vestberg, Chairman and CEO, Verizon
"Chip Walker and Scott Goodson tackle the toughest part of any purpose journey, which is also the most important one: How to convert wonderful words of a purpose statement into actual behaviour. A must-read for anyone wanting to make sure their purpose work truly connects and drives enduring change."
Amy Fuller, Global Chief Marketing and Communications Officer, Accenture
"This book identifies a fundamental problem facing companies today: How to not merely talk about purpose but actually do it."
Ranjay Gulati, Professor, Harvard Business School
"It's no wonder business leaders are drawing their focus to how company purpose can play a larger role in their organization. They see that creating value for all stakeholders and society at large - not just financial gain for shareholders - means doing more. Done well, many are finding that doing good can also add to the bottom line, and the recommendations within this book share insight on how to activate on this now."
Matthew Lieberman, Chief Marketing Officer, PwC
"The purpose economy is upon us. This book puts forth a new competitive advantage, 'Movement Thinking', as a way to activate purpose for the people who matter inside and outside your company."
Anand Mahindra, Chairman, Mahindra Group
"Purpose unlocks the power of marketing to drive business growth. This book is a blueprint for its execution."
Susan Johnson, CMO, Prudential
"We can only solve the problems confronting society today - inequality, social injustice, sustainability, polarization - if businesses play a key role. And businesses can only play a role when they lead with purpose. To activate your credible purpose, read this book."
Susan Fournier, Dean, Boston University Questrom School of Business
- Chapter - 00: Introduction;
- Chapter - 01: A call to arms – How to activate purpose with Movement Thinking;
- Chapter - 02: The business case for activating purpose;
- Chapter - 03: Moving to Movement Thinking;
- Chapter - 04: Change the company with a movement, not a mandate;
- Chapter - 05: Movement Inside – Galvanizing the people that matter inside your brand;
- Chapter - 06: Movement Outside – New marketing, branding and advertising for a new customer culture;
- Chapter - 07: Purpose Power Index – New winners and laggards;
- Chapter - 08: How movement increases a merger’s chances of success;
- Chapter - 09: How Movement Thinking fosters collaboration;
- Chapter - 10: Mahindra Rise – A decade of movement;
- Chapter - 11: How to be a galvanizer;
"Don't just babysit your brand. Honour and activate your brand to fit the environment."
Steve Wozniak, Co-founder, Apple
"We're living in a world that requires leaders to think differently and create a new playbook for operating. There's never been a more important time to lead with purpose and learn from experts like Scott Goodson and Chip Walker."
Hans Vestberg, Chairman and CEO, Verizon
"Chip Walker and Scott Goodson tackle the toughest part of any purpose journey, which is also the most important one: How to convert wonderful words of a purpose statement into actual behaviour. A must-read for anyone wanting to make sure their purpose work truly connects and drives enduring change."
Amy Fuller, Global Chief Marketing and Communications Officer, Accenture
"This book identifies a fundamental problem facing companies today: How to not merely talk about purpose but actually do it."
Ranjay Gulati, Professor, Harvard Business School
"It's no wonder business leaders are drawing their focus to how company purpose can play a larger role in their organization. They see that creating value for all stakeholders and society at large - not just financial gain for shareholders - means doing more. Done well, many are finding that doing good can also add to the bottom line, and the recommendations within this book share insight on how to activate on this now."
Matthew Lieberman, Chief Marketing Officer, PwC
"The purpose economy is upon us. This book puts forth a new competitive advantage, 'Movement Thinking', as a way to activate purpose for the people who matter inside and outside your company."
Anand Mahindra, Chairman, Mahindra Group
"Purpose unlocks the power of marketing to drive business growth. This book is a blueprint for its execution."
Susan Johnson, CMO, Prudential
"We can only solve the problems confronting society today - inequality, social injustice, sustainability, polarization - if businesses play a key role. And businesses can only play a role when they lead with purpose. To activate your credible purpose, read this book."
Susan Fournier, Dean, Boston University Questrom School of Business
- Chapter - 00: Introduction;
- Chapter - 01: A call to arms – How to activate purpose with Movement Thinking;
- Chapter - 02: The business case for activating purpose;
- Chapter - 03: Moving to Movement Thinking;
- Chapter - 04: Change the company with a movement, not a mandate;
- Chapter - 05: Movement Inside – Galvanizing the people that matter inside your brand;
- Chapter - 06: Movement Outside – New marketing, branding and advertising for a new customer culture;
- Chapter - 07: Purpose Power Index – New winners and laggards;
- Chapter - 08: How movement increases a merger’s chances of success;
- Chapter - 09: How Movement Thinking fosters collaboration;
- Chapter - 10: Mahindra Rise – A decade of movement;
- Chapter - 11: How to be a galvanizer;