LEADER 02420cam 2200193 a 4500
001 899721
005 20190104092822.0
008 190108s2018 nyua g b 000 0 eng d
019 $a1033657724
019 $a1034607157
020 $a9781682451236 (pbk.) :$cNT$630
040 $aTWTNM$beng$dTWTNM
050 00$aHF5414$b.A95 2018
082 04$a658.8$222
100 1 $aAziz, Afdhel$c(Branding professional).
245 10$aGood is the new cool :$bmarket like you give a damn /$cAfdhel Aziz & Bobby Jones.
250 $aFirst Regan Arts hardcover edition.
260 $aNew York :$bRegan Arts,$c2018.
300 $aix, 292 p. :$bill. ;$c21 cm
504 $aIncludes bibliographical references (page 287).
520 $a"Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands--while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool--but now they need to be good, too. Its a tall order, and with new technology empowering consumers to bypass advertisements altogether, it wont be long before the old, advertising-based marketing model goes the way of the major label. If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re- branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip- smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life? With seven revolutionary new principles--from "Treat People as Citizens, Not Consumers," to "Lead with the Cool"--And insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book wont just change your business--it will change the world."--provided by publisher.
650 0$aMarketing$xSocial aspects.
650 0$aMarketing$xMoral and ethical aspects.
650 0$aBranding (Marketing)$xMoral and ethical aspects.
650 0$aSocial responsibility of business.
650 0$aBranding (Marketing)$xSocial aspects.
700 1 $aJones, Bobby$c(Marketing professional).