Listen free for 30 days

  • Activate Brand Purpose

  • How to Harness the Power of Movements to Transform Your Company
  • By: Scott Goodson, Chip Walker
  • Narrated by: Robert Fass
  • Length: 8 hrs and 43 mins
  • 5.0 out of 5 stars (2 ratings)

One credit a month, good for any title to download and keep.
Unlimited listening to the Plus Catalogue - thousands of select Audible Originals, podcasts and audiobooks.
Exclusive member-only deals.
No commitment - cancel anytime.
Activate Brand Purpose cover art

Activate Brand Purpose

By: Scott Goodson,Chip Walker
Narrated by: Robert Fass
Try for £0.00

£7.99 per month after 30 days. Cancel anytime.

Buy Now for £18.29

Buy Now for £18.29

Pay using card ending in
By completing your purchase, you agree to Audible's Conditions of Use and authorise Audible to charge your designated card or any other card on file. Please see our Privacy Notice, Cookies Notice and Interest-based Ads Notice.

Summary

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 percent 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 listeners 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.

©2021 Kogan Page Limited (P)2021 Scott Goodson

What listeners say about Activate Brand Purpose

Average customer ratings
Overall
  • 5 out of 5 stars
  • 5 Stars
    2
  • 4 Stars
    0
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Performance
  • 4 out of 5 stars
  • 5 Stars
    0
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Story
  • 4 out of 5 stars
  • 5 Stars
    0
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0

Reviews - Please select the tabs below to change the source of reviews.

No Reviews are Available
Sort by:
Filter by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Umamah Mehmood
  • Umamah Mehmood
  • 15-10-21

Great book for activating purpose

So many brands we see today seem to claim that they have a deeper purpose than just making money yet when it comes to walking the talk, they all seem to tumble. This book is a great read and teaches you business leaders how to authentically activate their stated purpose and how to make sure consumers and employees alike relate to that purpose. It’s not just about marketing, it’s about actually using marketing to benefit society and bring about social good.

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Amazon Customer
  • Amazon Customer
  • 29-09-21

The definitive book on purpose for marketers & HR professionals

I couldn't recommend this book more if you want to activate your organization's purpose and truly act on the issues that matter. The main takeaways I learned were how to launch a movement internally to foster a positive culture and how Movement Thinking is a smarter solution to capture your audiences' attention compared to advertising. The audio book is a must-buy, especially because the narration is so pleasant to listen to.

  • Overall
    5 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Tobias
  • Tobias
  • 27-09-21

A great read!

Activate Brand Purpose is an accessible and comprehensive book about everything one needs to know about purpose driven companies and why it drives financial performance and contributes to a greater culture. The book has a number of interesting and inspiring examples (among which Patagonia is one) that illustrates how the theories presented in the book can be put into practice. I would recommend it to anyone interested in marketing, advertising, movement building, activism and advocacy - students and professionals alike. The topic feels especially timely in this day and age amidst changing consumer patterns, high workforce turnover and uncertainty about the future.