Ebook Good Is the New Cool: Market Like You Give a Damn, by Afdhel Aziz
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Good Is the New Cool: Market Like You Give a Damn, by Afdhel Aziz
Ebook Good Is the New Cool: Market Like You Give a Damn, by Afdhel Aziz
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“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.” —From Good Is the New CoolMarketing 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—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 won’t just change your business—it will change the world.
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Product details
Hardcover: 304 pages
Publisher: Regan Arts. (October 25, 2016)
Language: English
ISBN-10: 1682450465
ISBN-13: 978-1682450468
Product Dimensions:
5.5 x 1 x 8.2 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
4.6 out of 5 stars
14 customer reviews
Amazon Best Sellers Rank:
#170,495 in Books (See Top 100 in Books)
I knew Afdhel from his previous life as a marketer at places like Heineken and Absolut. I knew he was writing and had done some thoughtful poetry but when I heard about this book, I wanted to get it just based on the title. We need more good in the world and yes, "Good Is The New Cool" !. I read some positive reviews and waited for it to arrive. It was a quick read and I am happy that I did. It was hard to put down. I always enjoy books that allow some insight that makes me think further and this book was filled with it. I am buying a few copies to give to my staff. Look forward to future books too.
Excellent book! I've learned a lot from reading it. It makes a clear case for why it makes great business sense to execute marketing strategies that make the world a better place - connect with people as citizens and not just as consumers, participate in society in a meaningful and valuable way. There is certainly a feeling in the industry that the world has shifted. People crave authenticity, they want to see the corporate sector take action and help solve problems. The book shows how to do this - make a positive impact AND grow the bottom line - which I believe is the best of both worlds. Thanks to the authors for this inspiring and practical book!
Afdhel Aziz knows markets, marketing, business and the white space created by purpose. He has created some of the most noteworthy partnerships for some of the most successful brands. You won't learn what he is teaching in business school but his insights are more original and actionable than any you will learn in the class room.
Reading this book gave me hope for capitalism. It puts the power squarely into the hands of business people and marketers, where they previously may have felt powerless to have their actions go beyond mere consumption. There is a way to sell, market, create, AND do good. But, not only is there a way to do so, it's the very best way to appeal to this particular Millennial consumer who really wants to do both. Good Is the New Cool is a guidebook for coolness, which a brand's Holy Grail. More importantly, it's a pathway for people to get the goods and services they need, while allowing their brand choices to go farther than just the cash register. Solutions! Go figure.
This book is a clear-headed guide for brands, entrepreneurs, and non-profits to ensure their relevance & thrive in our new era -- a time in which cynicism towards traditional marketing methods and concerns about transparency prevail. As our society moves towards an operating model emphasizing the creation & delivery of services from the private sector, this book is valuable resource for creating connections & cultural currency with consumers. A must read for anyone in business or the culture industries.
Good is the new Cool is a feel-good, optimistic reminder of how many decent, smart, dedicated individuals and businesses are doing great things for great causes and making a difference. Loved it.
Really enjoyed reading this book. It gives you some very practical ways to make a difference as a marketer without having to change your job. Inspiring stories to make sense of some of the concepts presented in the book.
This book read like a concentrated MBA in Conscious Capitalism. There's case after case showing how we can market better, be better, and do better for ourselves, our brands, our communities, and our world. Onward!
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