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Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company
Business Book Awards 2022 - International Business Book category
CATEGORY SILVER WINNER : Axiom Awards 2022 - Business Commentary Category
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.
CATEGORY SILVER WINNER : Axiom Awards 2022 - Business Commentary Category
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.
256 pages, Hardcover
Published March 30, 2021
16 people are currently reading
69 people want to read
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Displaying 1 - 9 of 9 reviews
June 6, 2021
Did you know what Movement Thinking was before reading this book? Everyone should know what this concept is and how it is applied, for their knowledge in their everyday life. It is the driving force to the success of companies. I will highlight key lessons that I have learned from each chapter and share them with you.
Chapter 1: Purpose is the glue that holds all the pieces of an organization together and Movement Thinking can transform a business.
Chapter 2: How can purpose be used both inside and outside of a company?
Chapter 3: With the creation of movement, big impact can be achieved in both the short and long term.
Chapter 4: If you really want to change and transform the culture at a company and activate purpose, successfully implementing a movement is the way to do it.
Chapter 5: Creating a movement internally can change company culture, as well as drive the behavior of employees.
Chapter 6: Creating an external movement exemplifies purpose in action and inspires people to take action.
Chapter 7: Brand purpose and company movements are essential to an organization, but knowing your customers is part of this equation. Even though it is not always easy to know what goes through their mind, the Purpose Power Index is an indicator used to be able to estimate this value.
Chapter 8: If you want a merger to succeed, design a purpose and activate it through Movement Thinking.
Chapter 9: Knowing how to collaborate with others is crucial to have leadership skills and learning how to work with others.
Chapter 10: A marketing exercise is not sufficient; the key is to put purpose as the main focus of the strategy through the pillars of accepting no limits, alternative thinking and driving positive change.
Chapter 11: The ultimate goal of Movement Thinking is to galvanize human beings and have leaders take action.
I truly recommend this book to anyone who is in the business field, more specifically marketing. More generally speaking, whoever is interested in the growth and profitability of companies through large movements that make a difference should read this book. It is written by experts who have first-hand experience of how to truly activate brand purpose. Knowing how to correctly communicate through storytelling is necessary for life.
The book is very clear and concise, with detailed explanations and real-life company examples. I also really appreciated the charts throughout, as it helped me further understand the points being developed. It is written in a way that feels very personal, making you feel that you could really implement the theories described into practice.
All in all, I would give this book a 9.5/10.
Chapter 1: Purpose is the glue that holds all the pieces of an organization together and Movement Thinking can transform a business.
Chapter 2: How can purpose be used both inside and outside of a company?
Chapter 3: With the creation of movement, big impact can be achieved in both the short and long term.
Chapter 4: If you really want to change and transform the culture at a company and activate purpose, successfully implementing a movement is the way to do it.
Chapter 5: Creating a movement internally can change company culture, as well as drive the behavior of employees.
Chapter 6: Creating an external movement exemplifies purpose in action and inspires people to take action.
Chapter 7: Brand purpose and company movements are essential to an organization, but knowing your customers is part of this equation. Even though it is not always easy to know what goes through their mind, the Purpose Power Index is an indicator used to be able to estimate this value.
Chapter 8: If you want a merger to succeed, design a purpose and activate it through Movement Thinking.
Chapter 9: Knowing how to collaborate with others is crucial to have leadership skills and learning how to work with others.
Chapter 10: A marketing exercise is not sufficient; the key is to put purpose as the main focus of the strategy through the pillars of accepting no limits, alternative thinking and driving positive change.
Chapter 11: The ultimate goal of Movement Thinking is to galvanize human beings and have leaders take action.
I truly recommend this book to anyone who is in the business field, more specifically marketing. More generally speaking, whoever is interested in the growth and profitability of companies through large movements that make a difference should read this book. It is written by experts who have first-hand experience of how to truly activate brand purpose. Knowing how to correctly communicate through storytelling is necessary for life.
The book is very clear and concise, with detailed explanations and real-life company examples. I also really appreciated the charts throughout, as it helped me further understand the points being developed. It is written in a way that feels very personal, making you feel that you could really implement the theories described into practice.
All in all, I would give this book a 9.5/10.
April 9, 2021
Activate Brand Purpose is about the culture of CEOs talking about brand purpose but failing to activate that purpose at the core of business strategy. As you say, in being a book about corporate culture, it is in the business book genre of providing a pragmatic guide for the C-Suite and several current examples. What I liked about the book first of all what how each chapter focused on how CEOs, CHROs, CSOs, CMOs and CFOs can use the framework of "Movement Thinking" to not simply define purpose but more importantly activate that purpose to the people who matter inside the company and out. This is a high bar to cross as a leader. Most leaders define purpose and proclaim it to rapturous applause within the echelons of management but nothing else happens other than self-congratulation. Leaders tend to gloss over the errors and mistakes that lead to decay and failed purpose strategy. This is not a theoretical book. Rather it is written by two battle weary veterans who have done this work with some of the largest corporations in the world. Scott Goodson and Chip Walker of the consulting company StrawberryFrog have a lot of valuable experience, things to do and think about as well as things to avoid. My copy of the book has over 50 dog ears, as the book has many excellent ideas and practical learnings.
April 9, 2021
Coming out of the past year, it is clear that business leaders can do more to solve the big problems we face. This book is original in that it focuses on how leaders can activate purpose rather than focusing on how do develop a purpose strategy. There are many books out there about the importance of brand purpose, none focuses on perhaps the most challenging part of it: how to activate purpose throughout your organization and with consumers and other stakeholders, and how to avoid decay over time. This book gets to the heart of how you can activate your brand purpose to change your employees and transform your company. It shows you proven ways to grow your business, your brand, your market share. And it shows you how to measure and track purpose empirically.
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 brands', 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.
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 brands', 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.
May 21, 2021
In short, a MUST READ for Brand and Marketing Managers.
I would like to congratulate the authors Scott Goodson and Chip Walker on a perfect balance of theory, down-in-the-trenches pragmatism, and inspiration to C-Level executives to go beyond the balance sheet and leave a positive mark in society.
Not only is today's consumer inundated with choices, he/she have turned the tables on companies to not only supply them with products and services, but to do so in a socially responsible way. And it goes straight to improving the bottom-line: Scott and Chip pull the sheets back on remarkably candid "before" and "after" open heart corporate rebranding operations and the final chapter is practically a check-list on how to do it in your own organization and get the necessary buy-in throughout.
And besides the added value to shareholders, there is always the feel good sensation of being part of something larger than yourself, of contributing to society, saving the planet, whatever... not to mention that finicky millenials simply will balk at employment in companies without a Higher Purpose that is aligned with current trends and Movements.
Who wouldn't prefer to surf the wave than swim upstream?
I would like to congratulate the authors Scott Goodson and Chip Walker on a perfect balance of theory, down-in-the-trenches pragmatism, and inspiration to C-Level executives to go beyond the balance sheet and leave a positive mark in society.
Not only is today's consumer inundated with choices, he/she have turned the tables on companies to not only supply them with products and services, but to do so in a socially responsible way. And it goes straight to improving the bottom-line: Scott and Chip pull the sheets back on remarkably candid "before" and "after" open heart corporate rebranding operations and the final chapter is practically a check-list on how to do it in your own organization and get the necessary buy-in throughout.
And besides the added value to shareholders, there is always the feel good sensation of being part of something larger than yourself, of contributing to society, saving the planet, whatever... not to mention that finicky millenials simply will balk at employment in companies without a Higher Purpose that is aligned with current trends and Movements.
Who wouldn't prefer to surf the wave than swim upstream?
April 17, 2021
This book is written by the inventors of brand purpose. For CEOs, CMOs, CHROs, small business owners and startups alike this book will serve as the rudder to your ship. While there are many books on purpose marketing none are able to provide definitive and proven strategies on how to turn that purpose into action and none are written by authors with as much practical knowledge of how to apply these strategies. Scott Goodson and Chip Walker have used the strategies in this book to successfully steer brands through every up turn, down turn, recession, bull market and pandemic that brands have faced through in the last 25 years.
April 10, 2021
I highly recommend this book .
It is very clear that the world is changing rapidly and this book will help you to focus on growing your brand , your culture , engaging your customers and team with perspectives and details that you might have not thought about or are unclear to u.
Have you wondered why some brands do better than others ?
Read the book
It will explain why
I love answers to my questions , don’t you ?
It is very clear that the world is changing rapidly and this book will help you to focus on growing your brand , your culture , engaging your customers and team with perspectives and details that you might have not thought about or are unclear to u.
Have you wondered why some brands do better than others ?
Read the book
It will explain why
I love answers to my questions , don’t you ?
April 12, 2021
Took purpose to a place I hadn't even imagined.
We are ready for it.
We are ready for it.
June 8, 2023
Too much filler words and repetition, not straight to the point. The content is too generalized. I was too frustrated by the author's writing style so I couldn't finish it.
February 19, 2022
If you are going to read one book about Purpose read this book. Leaders who wish to drive profit and performance this book focuses on how to activate purpose. It features clear ideas for action, rather than talk, rather than toothless purpose. We have enough talk from CEOs about Brand Purpose and Simon Sinek's book "Why"...but now what? This book hits it between the eyes. We need CEO activists who use social and sustainable good to drive positive change AND transform their companies and grow their business. This book's controversial and by the way proven hypothesis is that CEOs and the C-Suite can and should do both. It is in their interest. And ours'.
Displaying 1 - 9 of 9 reviews