Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company

  • 4h 32m
  • Chip Walker, Scott Goodson
  • Kogan Page
  • 2021

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% 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 readers 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.

About the Authors

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog. For the last 25 years he has worked with some of the world's most iconic companies including Google, Emirates Airline, Heineken, Coca Cola, Jim Beam, Mercedes, Mahindra and Walmart. He invented the concept of Movement Thinking, an approach that uses the principles of societal movements to solve marketing and leadership challenges. Scott has lectured on the subject at Harvard Business School, Columbia, Cambridge, TEDx, on BBC World Service, NPR, CNN, and has appeared in The New York Times, The FT, WSJ, the Economist, the Harvard Business Review, Fast Company, and Forbes.

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. Chip 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.

In this Book

  • Abbreviations
  • Introduction—Movement Thinking—How to Lead a Revolution at Work
  • A Call to Arms—How to Activate Purpose with Movement Thinking
  • The Business Case for Activating Purpose
  • Moving to Movement Thinking
  • Change the Company with a Movement, Not a Mandate
  • Movement Inside—Galvanizing the People That Matter Inside Your Brand
  • Movement Outside—New Marketing, Branding and Advertising for a New Customer Culture
  • Purpose Power Index—New Winners and Laggards
  • How Movement Increases a Merger's Chances of Success
  • How Movement Thinking Fosters Collaboration
  • Mahindra Rise—A Decade of Movement
  • How to Be a Galvanizer