Product Overview
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. FromGood Is the New Cool
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 brandswhile still insisting on cutting-edge products with on-trend design. As always, brands need to be coolbut 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-brandingbrandingas a powerful force for good. EnterGood 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 principlesfrom Treat People as Citizens, Not Consumers, to Lead with the Cooland insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands asZappos, 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 bettertomorrow. This visionary book wont just change your businessit will change the world.
