“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 Cool 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. 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? 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 won’t just change your business--it will change the world.
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