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PRAISE FOR GOOD IS THE NEW COOL GUIDE TO MEANINGFUL MARKETING "Afdhel, Bobby, and Conspiracy of Love are key partners on this journey to bring our purpose to life."
-VICKY L. FREE, former CMO, Global Brand Marketing, Adidas "Every business, brand, and individual involved in the business of brands should sit up and take note."
-PAUL WOOLMINGTON, CEO, Canvas Worldwide "Afdhel, Bobby, and the team at Conspiracy of Love are the real deal. Smart, empathetic, strategic and seasoned; they really know how to guide an organization to imagine and realize their essential Purpose."
-TOM HERBST, former CMO, The North Face "As we begin to enter the golden age in which brands unlock the tremendous potential of technology to do good, VCs and founders alike should treat this book as their indispensable guide to creating disruptive businesses with integrity and soul."
-DAVID JONES, Founder and CEO, The Brandtech World "As the world rightly moves to stakeholder capitalism, how companies lead, market, and transform their culture will require a reexamining of purpose.
Good Is the New Cool Guide to Meaningful Marketing should be their handbook."
-EVE RODSKY, Author of
Fair Play "Bobby and Afdhel shine a light on the global changemakers using their creative influence for good, and illustrate how bold action can both push culture forward and lead to impactful and lasting social change."
-MICHAELLA SOLAR-MARCH, Chief Marketing Officer, Two Trees Management Co. "The beautiful thing is that a purpose-driven existence doesn't have to happen outside of your day job.
Good Is the New Cool Guide to Meaningful Marketing offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives."
-TAUNA DEAN, Founder, Kind World Collective
List of contents
Introduction 1
Why We Wrote Good Is the New Cool 7
Bobby's Story 13
Afdhel's Story 19
Part I: Good Is the New Cool 23 Chapter 1: How Good Became the New Cool 25 A Day in the Life of Conscious Consumers 26
Millennials and Gen Z Have New Expectations of Brands 30
2024 Millennial and Gen Z-Purpose and Consumption Statistics 31
The Disruptive Impact of Technology on Advertising 35
The Crisis of Meaningfulness in Marketing 37
Chapter 2: The New Model of Marketing 41 The Time Is Now 42
How to Harness the Power of Cool 45
The Architects of Cool Are on Your Side 52
The New Nonprofits 57
Part II: The Seven Principles of How to Market Like You Give a Damn 61 Chapter 3: Know Your Purpose 63 Scooter Braun, Founder, SB Projects 65
Peter McGuinness, President, Chobani 75
Amy Smith, Chief Brand Officer, TOMS 83
Chapter 4: Find Your Allies 89 Jenifer Willig, Founder, (PRODUCT) RED 91
Greg Propper, Cofounder, Propper Daley 97
Dan Goldenberg, Call of Duty Endowment, Activision Blizzard 105
Chapter 5: Think Citizens, Not Consumers 111 Fernanda Romano, Dulux 113
Eric Dawson, CEO and Christina Rose, CMO, Rivet 119
Justin Parnell, SVP Marketing and Insights, Oreo 123
Chapter 6: Lead with the Cool, But Bake in the Good 131 Jason Mayden, Chief Design Officer, Jordan Brand, Nike 133
Mimi Valdés, Chief Creative Officer, I Am other 143
Jocelyn Cooper, Cofounder, Afropunk 155
Chapter 7: Don't Advertise, Solve Problems 163 Elyssa Gray, Head of Creative and Media, Citibank 165
Peter Koechley, Cofounder, Upworthy 171
Marco Vega, Cofounder, We Believers 183
Chapter 8: People Are the New Media 189 Kfir Gavrieli, Cofounder, Tieks 191
Jaha Johnson, Manager, Common and Usher 195
Josie Naughton, Cofounder, Choose Love 209
Chapter 9: Back Up the Promise with the Proof 215 Laura Probst, Head of Social Goodness, the Honest Company 217
Bobby Campbell, Manager, Lady Gaga 227
Andy Fyfe, Community Development, B Lab 239
Part III: How to Get Started Today 247 Chapter 10: Dream It, Do It, Share It! 249 Our Final Thought: Think Transformational, Not Transactional 253
Resources and Other Links 257
References 259
About the Authors 263
Acknowledgments 267
Index 269
About the author
AFDHEL AZIZ is the Chief Purpose Officer of Conspiracy of Love, a global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondel¿z, Microsoft, and more. He is also the Co-Founder of Good Is the New Cool, a creative studio and incubator.
BOBBY JONES is a visionary entrepreneur and inspiring storyteller whose work has helped leaders in over 140 countries drive meaningful innovation and growth. He is a Co-Founder of Conspiracy of Love, Good Is the New Cool, and RIVET, and inspires audiences through keynotes and workshops to find fulfillment in their work.
