In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism.
In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:
- Why some purpose-driven brands are winning hearts, minds, and market share
- How to differentiate your brand in a crowded marketplace through activism
- How to spot authentic activism from mere marketing ploys
- The future of brand activism and its potential to create a better world
- The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution
- Most importantly, when and when not to engage in brand activism.
Whether youre a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.
Chapter 1: Introduction: A Brand Activists Tale of Shoes vs. Beverages,
Chapter 2: Five Rings of Brand Activism: Why Some Shine Where Others Stumble,
Chapter 3: AI-Powered Analysis: Pepsi and the States of America,
Chapter 4:
To Activate, or Not to Activate, That is the Question,
Chapter 5: A Brief
History of Brand Activism,
Chapter 6: Mis(c)Activism!,
Chapter 7: Pull, Push,
Doctrine, Manifesto,
Chapter 8: Sheth-Uslay Brand Activism Alignment Matrix,
Chapter 9: The Hierarchy of Needs and the S-Curve of Activism,
Chapter 10:
Lessons for Mainstream Brands,
Chapter 11: Lessons for Niche Brands,
Chapter
12: Lessons for Person(al) Brands,
Chapter 13: The Augmented Activism
Alignment Matrix,
Chapter 14: Around the World in 80 Cases,
Chapter 15:
Conclusion: A Doctrine for Brand Activism, Appendix: Cases of Brand Activism
Scored
Jag Sheth, Charles H. Kellstadt Professor of Marketing at Goizueta Business School at Emory University, is a globally recognized marketing luminary. With over 350 publications, he is the recipient of all four top awards from the American Marketing Association (AMA), and the Padma Bhushan (2020), the highest civilian honor bestowed by the Government of India. He has also served as an advisor to numerous corporations and governments worldwide.
Can Uslay is Professor of Marketing and Director of the Center for Marketing Advantage, Advancement, and Action at Rutgers Business School. He is a recipient of the Chancellor's Award, WDI Global Case Writing Competition Award, Scudder Award, MAACBA Teaching Innovation Award, AMA EMSIG Hills Best Paper and Abdul Ali Promising Research Awards, and several Dean's awards for outstanding scholarship, teaching, and service.
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