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Good is the New Cool

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Co-authors of the book 'Good is the New Cool: Market Like You Give a Damn' Afdhel Aziz and Bobby Jones share insights and principles on how brands, artists and non-profits can work together to 'make money and do good by harnessing the power of cool.'

Published in: Marketing

Good is the New Cool

  1. 1. G O O D I S T H E N E W C O O L i s t h e n e w
  2. 2. G O O D I S T H E N E W C O O L whO wE aRE
  3. 3. G O O D I S T H E N E W C O O L OUR PURPOSE We wrote this book to serve the world changers; the innovators and provocateurs that believe in using business and culture as forces for good.
  4. 4. G O O D I S T H E N E W C O O L #1 New Release on Amazon Philanthropy and Charity
  5. 5. G O O D I S T H E N E W C O O L What Was Happening Around Us?
  6. 6. G O O D I S T H E N E W C O O L BRaNdS: dOiNg WELL By dOiNg GOOD
  7. 7. G O O D I S T H E N E W C O O L The Architects of Cool Are Activists LADY GAGABEYONCÉ LEBRON JAMES
  8. 8. G O O D I S T H E N E W C O O L PENCILS FOR PROMISE CHARITY WATER GLOBAL CITIZEN FESTIVAL The NEW NON PROFITS Harnessing the power of cool
  9. 9. G O O D I S T H E N E W C O O L 01 Grew even faster than they did in 2014 02 Delivered nearly half Unilever’s growth 03 Grew significantly faster than the rest of the business 04 Included — Knorr, Dove, Dirt Is Good, Lipton and Hellmann’s unilever SUSTAINABLE LIVING BRANDS summary: Major Multi-Nationals Were Seeing the Same Thing
  10. 10. G O O D I S T H E N E W C O O L CULTURE COMMERCE CONSCIENCE
  11. 11. G O O D I S T H E N E W C O O L Why Was This Happening?
  12. 12. G O O D I S T H E N E W C O O L new expectations 33+33+34technological disruption crisis of meaningfulness from Millennials and Gen-Z of the brands in their lives of traditional advertising - and the opportunities it created within the marketing and advertising communities THREE KEY DRIVERS
  13. 13. G O O D I S T H E N E W C O O L $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 95% $2.5 tRilliON MILLENNIALS HAVE A GLOBAL ANNUAL SPENDING POWER OF WOULDSWITCHFORAGOODCAUSE
  14. 14. Every you spend , you’re casting a vot for the kind of world you want. Anne Lappe, Writer and Activist G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  15. 15. G O O D I S T H E N E W C O O L Technology is Disrupting Advertising like it did the Music Business G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  16. 16. 275 M users JAN2010 JAN2011 JAN2012 JAN2013 JAN2014 JAN2015 JAN2016 50 M 100 M 150 M 200 M 250 M 275 M THE GLOBAL RISE OF AD BLOCKERS G O O D I S T H E N E W C O O L
  17. 17. G O O D I S T H E N E W C O O L Personal: The Crisis of Meaningfulness in Marketing
  18. 18. G O O D I S T H E N E W C O O L +13+35 13% 35% 13+16 13% 16% 13+1513% 15% 11+23 11% 23% MARKETERS CONSUMERS Advetising/Marketing DancerActor/Actress PR Professional LEAST FOUR VALUABLE PROFESSIONS TO SOCIETY THE CRISIS OF MEANINGFULNESS IN MARKETING
  19. 19. Ho w d o we d o th at gets u s i n to t he mountain ? Jeff Benjamin, Creative G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  20. 20. G O O D I S T H E N E W C O O L Who was creating new models?
  21. 21. G O O D I S T H E N E W C O O L mEmBERS Of thE mOvEmENt
  22. 22. G O O D I S T H E N E W C O O L How to Make MOnEy & Do Good by Harnessing the Power of Cool 6 People are the New Media 14+14+15+14+14+14+15THE GOOD IS THE NEW COOL MODEL 1 Know Your Purpose 2 Find Your Allies 3 Think Citizens not Consumers 4 Lead with the Cool 5 Don’t Advertise Solve Problems 7 Back up the Promise with the Proof
  23. 23. know purpose G O O D I S T H E N E W C O O L
  24. 24. M y j ob i sn ’ t to b e r emembered. M y jo b i s to l e a v e a p o s i t i v e impact th ro u g h m y fa mi ly an d m y wo rk . Scooter Braun, Entrepreneur G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  25. 25. find allies G O O D I S T H E N E W C O O L
  26. 26. G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L There are so many m o d e l s out there… whether you are a retail br a n d or a luxury br a n d , that haven’t been thought of as yet. Jenifer Willig, Founder Whole World Water
  27. 27. citizens notconsumers G O O D I S T H E N E W C O O L
  28. 28. Dri vi n g compassion & empathy, is n’t th at ju st a to li ve li fe? Ahmen, Troublemaker Movement G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  29. 29. with the cool G O O D I S T H E N E W C O O L
  30. 30. We k n o w w h at w e stan d f o r at i a m O TH E R; w e k n o w w e stan d for in div idu al it y. Peop le expect n ew ideas fr om u s, t h in g s t h at h ave n’t been do n e bef o re . M im i Vald ez , C h ief C reative Of f ic er, i am OTHER G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  31. 31. G O O D I S T H E N E W C O O L DON’T ADVERTISE SOLVE
  32. 32. EPICsolve problems G O O D I S T H E N E W C O O L
  33. 33. ARE THE NEW MEDIA G O O D I S T H E N E W C O O L
  34. 34. People a r e c onnec te d to bran d s that have a story and they want to know that story and the y want to b e c onnec te d to t hat story. Andy Tu G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  35. 35. BACK UP THE PROMISE WITH G O O D I S T H E N E W C O O L
  36. 36. G O O D I S T H E N E W C O O L Think Transformational not Transactional
  37. 37. G O O D I S T H E N E W C O O L 80+12+8 CORPORATIONS HAVE MORE RESOURCES THAN GOVERNMENTS WHERE ARE THE RESOURCES? NONPROFITS $1.2 Trillion GOVERNMENT $3.1 Trillion CORPORATIONS $20.1 Trillion Source: Michael Porter Ted.com
  38. 38. G O O D I S T H E N E W C O O L Find your Allies Start with what you have Clarity follows action Don’t fear brandwashing Respect the Proportions Practice the Golden Rule Add some good to the brief Share your Work Pay it Forward 1 2 3 4 5 6 7 8 9 9 steps to get started
  39. 39. G O O D I S T H E N E W C O O L Now it’s up to You
  40. 40. G O O D I S T H E N E W C O O L i s t h e n e w

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