Good Is the New Cool: Market Like You Give a Damn“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 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 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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Contents
GOOD IS THE NEW COOL | 19 |
THE SEVEN PRINCIPLES OF HOW TO | 65 |
FIND YOUR ALLIES | 93 |
THINK CITIZENS NOT CONSUMERS | 119 |
Ahmen Chief Development Officer | 127 |
AerosynLex Mestrovic Artist | 137 |
LEAD WITH THE COOL BUT BAKE IN | 149 |
Valdés Chief Creative Officer | 163 |
Jocelyn Cooper Cofounder Afropunk | 175 |
Andy Tu EVP Marketing Defy Media | 231 |
HOW TO GET STARTED TODAY | 275 |
Acknowledgments | 289 |
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Common terms and phrases
actually advertising Afropunk Ahmen amazing Andy Architects of Cool artists authenticity believe biggest bike-share Bobby Bobby Campbell brands called campaign celebrities Citibank cofounder collaboration consumers corporate Corps create creative culture customers didn’t donated DoSomething DoSomething.org Dulux employees entrepreneurs experiences Facebook fans feel film Gaga global going Greg happens hip-hop Honest Company idea impact inspire Jaha Jason John Legend journey Kanye West kids L.A. Reid Lady Gaga lives look LOVE THIS EXAMPLE Magic Johnson marketing millennials million Mimi movie Netflix nonprofits Omaze opportunity organization partner partnership passion PAY IT FORWARD people’s percent Pharrell Prank purpose Robert Downey Jr Ryan says Scooter share shift Smosh social media song started story storytelling stuff talk tell There’s things trying Upworthy we’re what’s you’re young YouTube Zappos
Bibliographic information
| Title | Good Is the New Cool: Market Like You Give a Damn |
| Authors | Afdhel Aziz, Bobby Jones |
| Edition | illustrated |
| Publisher | Simon and Schuster, 2016 |
| ISBN | 1682450465, 9781682450468 |
| Length | 304 pages |
| Subjects | › Business & Economics / Entrepreneurship Business & Economics / New Business Enterprises Business & Economics / Strategic Planning Social Science / Philanthropy & Charity |
| Export Citation | BiBTeX EndNote RefMan |