GOOD IS THE NEW COOL

Name: GOOD IS THE NEW COOL
Brand: Good Is The New Cool
Price: 57.62 AUD
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Market Like You Give A Damn

By: Afdhel Aziz, Bobby Jones

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Hardcover | 25 October 2016

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"We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today." -From Good Is the New CoolMarketing 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. It's a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won't 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?

Industry Reviews

"Every business, brand, and individual involved in the business of brands should sit up and take note." -PAUL WOOLMINGTON, CEO, Canvas Worldwide

"Good Is the New Cool 's intersection of the three c's (culture, commerce, and conscience) is the winning formula for marketers who understand they are no longer selling to people, but now must engage with them." -CAROL CONE, CEO, Purpose Collaborative

"The beautiful thing is that a purpose-driven existence doesn't have to happen outside of your day job. Good Is the New Cool offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives." -TAUNA DEAN, Head of Social Purpose, adidas America

"Good Is the New Cool has defined inspiring and timeless principles that will benefit your business, whether big or small-find your purpose, build a community, tell your stories, and be real." -JOE DAWSON, Director, Global Cultural Marketing & Social Impact, Sonos

"Bobby and Afdhel shine a light on the global changemakers using their creative influence for good, and illustrate how bold action can both push culture forward and lead to impactful and lasting social change." -MICHAELLA SOLAR-MARCH, Global Director of Member Events & Programming, Soho House

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