GOOD IS THE NEW COOL - Aziz, Afdhel; Jones, Bobby
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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…mehr

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Produktbeschreibung
"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?
Autorenporträt
AFDHEL AZIZ is an award-winning marketer whose work for Nokia, Heineken, Procter and Gamble, and Absolut has been featured in The New York Times, Vice, The Guardian, Fast Company, Forbes, Fortune, and more. An expert on pop culture, he has worked with over 100 artists including Lady Gaga, Deadmau5, and Kanye West, as well as cultural institutions as diverse as Coachella, Art Basel, TED, and the Andy Warhol Foundation. He is now the Founder and Chief Purpose Officer at Conspiracy of Love, an international brand purpose strategic consultancy that works with Fortune 500 brands, innovative non-profits, and world-changing social enterprises to help them make money and do good by harnessing the power of cool. He is also a highly in-demand keynote speaker who has inspired audiences around the world from Stockholm to Sydney to New York, at events like Cannes Lions, TEDx, and SXSW. He lives in Venice Beach, Los Angeles with his wife and son.