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Full Description
In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:
Why some purpose-driven brands are winning hearts, minds, and market share
How to differentiate your brand in a crowded marketplace through activism
How to spot authentic activism from mere marketing ploys
The future of brand activism and its potential to create a better world
The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution
Most importantly, when and when not to engage in brand activism.
Whether you're a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.
Contents
Chapter 1: Introduction: A Brand Activist's Tale of Shoes vs. Beverages, Chapter 2: Five Rings of Brand Activism: Why Some Shine Where Others Stumble, Chapter 3: AI-Powered Analysis: Pepsi and the States of America, Chapter 4: To Activate, or Not to Activate, That is the Question, Chapter 5: A Brief History of Brand Activism, Chapter 6: Mis(c)Activism!, Chapter 7: Pull, Push, Doctrine, Manifesto, Chapter 8: Sheth-Uslay Brand Activism Alignment Matrix, Chapter 9: The Hierarchy of Needs and the S-Curve of Activism, Chapter 10: Lessons for Mainstream Brands, Chapter 11: Lessons for Niche Brands, Chapter 12: Lessons for Person(al) Brands, Chapter 13: The Augmented Activism Alignment Matrix, Chapter 14: Around the World in 80 Cases, Chapter 15: Conclusion: A Doctrine for Brand Activism, Appendix: Cases of Brand Activism Scored
