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Scott Goodson

Chip Walker

Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company Paperback – March 30, 2021

by Scott Goodson (Author), Chip Walker (Author)

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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.

Print length

256 pages
Language

English
Publisher

Kogan Page
Publication date

March 30, 2021
Dimensions

5.12 x 0.39 x 7.87 inches
ISBN-10

1789668247
ISBN-13

978-1789668247
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From the Publisher

Editorial Reviews

Review

"We're living in a world that requires leaders to think differently and create a new playbook for operating. There's never been a more important time to lead with purpose and learn from experts like Scott Goodson and Chip Walker." ― Hans Vestberg, Chairman and CEO, Verizon

"The purpose economy is upon us. This book puts forth a new competitive advantage, 'Movement Thinking', as a way to activate purpose for the people who matter inside and outside your company." ― Anand Mahindra, Chairman, Mahindra Group

"Chip Walker and Scott Goodson tackle the toughest part of any purpose journey, which is also the most important one: How to convert wonderful words of a purpose statement into actual behaviour. A must-read for anyone wanting to make sure their purpose work truly connects and drives enduring change." ― Amy Fuller, Global Chief Marketing and Communications Officer, Accenture

"It's no wonder business leaders are drawing their focus to how company purpose can play a larger role in their organization. They see that creating value for all stakeholders and society at large - not just financial gain for shareholders - means doing more. Done well, many are finding that doing good can also add to the bottom line, and the recommendations within this book share insight on how to activate on this now." ― Matthew Lieberman, Chief Marketing Officer, PwC

"This book identifies a fundamental problem facing companies today: How to not merely talk about purpose but actually do it." ― Ranjay Gulati, Professor, Harvard Business School

"We can only solve the problems confronting society today - inequality, social injustice, sustainability, polarization - if businesses play a key role. And businesses can only play a role when they lead with purpose. To activate your credible purpose, read this book." ― Susan Fournier, Dean, Boston University Questrom School of Business

"Don't just babysit your brand. Honour and activate your brand to fit the environment." ― Steve Wozniak, Co-founder, Apple

"Purpose unlocks the power of marketing to drive business growth. This book is a blueprint for its execution." ― Susan Johnson, CMO, Prudential

About the Author

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog. For the last 25 years he has worked with some of the world's most iconic companies including Google, Emirates Airline, Heineken, Coca Cola, Jim Beam, Mercedes, Mahindra and Walmart. He invented the concept of Movement Thinking, an approach that uses the principles of societal movements to solve marketing and leadership challenges. Scott has lectured on the subject at Harvard Business School, Columbia, Cambridge, TEDx, on BBC World Service, NPR, CNN, and has appeared in The New York Times, The FT, WSJ, the Economist, the Harvard Business Review, Fast Company, and Forbes.

Chip Walker, based in New York, is the Head of Strategy at StrawberryFrog. He has led the charge in transforming brands such as Goldman Sachs, Lexus, Bank of America, and Jim Beam. Chip is a frequent speaker at major events including Cannes Lions Festival, Sustainable Brands and the Conference Board. His writing and opinions have appeared in places like The New York Times, The Chicago Tribune and CNBC.

Product details

Publisher ‏ : ‎ Kogan Page; 1st edition (March 30, 2021)
Language ‏ : ‎ English
Paperback ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 1789668247
ISBN-13 ‏ : ‎ 978-1789668247
Item Weight ‏ : ‎ 7.1 ounces
Dimensions ‏ : ‎ 5.12 x 0.39 x 7.87 inches

Best Sellers Rank: #687,223 in Books (See Top 100 in Books)
- #425 in Sustainable Business Development
- #1,452 in Environmental Economics (Books)
- #2,024 in Strategic Business Planning

Customer Reviews:
30 ratings

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Scott Goodson
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Scott Goodson is author of ACTIVATE BRAND PURPOSE and founder and CEO of StrawberryFrog. An independent full-funnel marketing, advertising and design company, creating breakthrough campaigns (we call them movements). We help leaders galvanize people and organizations around shared purpose via ‘Movement Thinking’ to help companies perform.
He set out a new competitive advantage, Movement Thinking as a way to activate Purpose to the people who matter in his best selling book: ‘UPRISING’ by McGraw Hill. The book articulates five tenets of ‘Movement marketing,’ illustrated through case studies drawing upon interviews with over 40 global business leaders. Scott has lectured at Harvard Business School and appeared in the NY Times, The FT, and Harvard Business Review.
His ideas will challenge your habits and the formulas of the past, provide new ways to think about insight, sources of growth, and sources of meaning for modern businesses and the people who run them.
See more on the author's page
Chip Walker
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Chip Walker has built his reputation as a leading branding expert at some of Madison Avenue’s legendary advertising agencies. He’s been Chief Strategist at BBDO, Wunderman, Y&R and at Y&R’s BAV Consulting, home of the world’s largest and oldest database of brands. In his current role as Head of Strategy at movement marketing firm StrawberryFrog, Chip councils C-Suite leaders on problems ranging from finding brand purpose to activating it. His book Activate Brand Purpose: Leverage the Power of Movements to Transform Your Company will be published by Kogan Page in April 201.
Chip is a frequent speaker at some of the branding world’s major events – including Cannes Lions Festival, the Advertising Research Foundation, Sustainable Brands Conference and the Conference Board. His writing and opinions on branding have appeared in a wide range of publications over the years, from industry publications like Adweek and Admap, to mainstream business media like CNBC’s Closing Bell and the Chicago Tribune.
See more on the author's page

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Dremel22

This is going to change everything I do from here on out!

Reviewed in the United States on April 15, 2021

Verified Purchase

Activate Brand Purpose by Scott Goodson and Chip Walker is something that every business owner no matter how big or small needs to read. This book and the perspective that it gives within its pages is going to be a staple within my business and is changing the way that I think about how I advertise within my business. My own business is a medium sized farm business that is quickly. The problem I have had though is how to market my brand in a way that speaks to people beyond the normal, “Buy local” sort of messaging. I did not want to jump on the latest trending topic, but I want my company to really have a message and a purpose that speaks to the customers that come to my business. I also wanted to do this in a way that would make any of my other customers feel as though they were being left out somehow. What this book helped me do figure out what is important to ME as a person and a farmer and then come up with ideas about how to become a leader in these areas that are important to me. The book can seem quite daunting when looking at the size, but I promise you that it is not just for big companies. The ideas are for smaller and larger companies alike and all one has to be willing to do is open their mind a little bit to put the advice in this book into use and really change the way that you are doing business forever. The book really touches on people who love what they are doing and helps them learn to love it even more by making it even more personal, not only to the business owners, but to the people who buy from the business as well. All in all, these authors have done an amazing job and again, I would suggest this to any business owner who has ever had a dream of changing the world.

One person found this helpful

Helpful

Andrea Morlan

Big or small everything and everyone needs a purpose

Reviewed in the United States on April 23, 2021

Verified Purchase

Picture your favorite brand and think about their mission statement. Now how much faith do you have that the company is sticking to their purpose and how much do you think they're just really good at talking the talk but when it comes to walking the walk, they're nowhere to be found. In a nut shell, that's what Activate Brand Purpose covers. This book is easily divided for readers new and old to this particular subject matter including commentaries from some of the best and brightest in the business world but presented in a way that anyone, from the highest paid CEO's to the elementary student can understand the concepts presented. It is a must read and a book you will find yourself reading over and over again. Scott Goodson and Chip Walker did an amazing job with writing it and I find myself thankful that there are CEO's in the business today who do everything possible to be socially and environmentally responsible and then they take it one step further and challenge their colleagues to not just step up and do the same, but to take it beyond what's already in play.

Activate Brand Purpose does not just look at the positives of having a purposeful existence but it also looks at the negative aspects for either not having one or having one and not following it. The idea of the brand purpose resonates not just in the business world but on a personal level as well. Too many times people just drift through life, never enjoying it or contributing to making the world a better and brighter place; not because they don't want to contribute to making things better, they just have failed to find a purpose for their lives.

One person found this helpful

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Brooke

Worth a read to small business owners or marketing students.

Reviewed in the United States on April 16, 2021

Verified Purchase

In today’s society, consumers do not want to support just any old company. More often than not, they support businesses that believe the same things as them, support charities they support, advocate for causes that are important to them, etc. This book shows you how to take your business and turn it into a more meaningful brand than just making profits.

I liked how the figures throughout the book are listed in the front for easier reference. I also liked the term they coined, “Movement Thinking”.

I really liked the examples they provided as their rationale for Movement Thinking. Some were brands I was very familiar with (Patagonia and PepsiCo) and others I learned about through reading this book (the author’s own StrawberryFrog). The more well known brands led to a convincing argument that their lessons would help create the business model (or strategy) they are selling.

The information available throughout this book is priceless and the cost of the book reflects that. I’d recommend this to any small business owner looking to make meaningful connections with their customers while also building their business into a larger company. It is also a good read for any business and marketing students or even CEOs of large corporations who have become disillusioned with big business and need inspiration.

One person found this helpful

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Top reviews from other countries

Christian Langer

How to get from toothless purpose statements to real impact

Reviewed in Germany on April 17, 2021

Verified Purchase

Scott Goodson's and Chip Walker's "Activate Brand Purpose" provides purpose-driven entrepreneurs with a great & helpful guide and sets the stage for a powerful business transformation. It's a call and a guide to meaningful action. In punchy, engaging and consise prose this book offers both inspiration and instruction on the "How to...". A "must read" for anyone who wants to move from talking about purpose to actually doing it.

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