"Most people don't want better brands they want a better life and a better world to enjoy it in. In this book, Thomas argues that if organisations want to succeed, they should start with what people need it's a great call to action for latent changemakers everywhere!" Joanna Yarrow, Head of Sustainable & Healthy Living, IKEA "People expect more from brands and companies than ever before. Nine of ten consumers say they have a more positive image of a brand or a company when it supports a social or environmental cause and half say they make purchase decisions based on shared beliefs with the brand. That's why brands today need to be less about themselves and more about serving people in ways that help people contribute to a better world just by using the brand. With that approach, brands can truly be both a force for good and a force for growth. This premise is exactly what Thomas Kolster talks about in his new book. It's a must read for today's brand builders." Marc Pritchard, Chief Brand Officer, Procter & Gamble Company "Thomas is a bold visionary and purposeful individual he calls out action and purpose in company culture and promotes authentic cultures that truly help individuals and not simply saying it without action." Marcello Leone, CEO, RYU

Autorentext

Thomas Kolster is a marketing activist on a mission to make business put people and planet first. As a seasoned branding and sustainability professional of more than 18 years' standing, he's advised everything from Fortune 500 companies to small start-ups. He's a globally experienced keynote speaker, author of the book Goodvertising (2012) and a columnist for Adweek and several other publications. Thomas's belief is simple: change begins with you!

Klappentext

Uncovers a simple point that is key to driving growth in the 21st century: if you put people in control of the marketing mix, they can grow and in turn grow your organisation.

Inhalt

Introduction: Change begins with who?

1: Me is the new mass

2: Catalysts of the good life

3: Motivation: the untold story

4: The Arrow towards a better you

5: The transformative promise

6: If not you, then who?

7: The business case: if not now, when? 8: Pass the steering wheel

9: The five transformative market forces 10: A transformative platform

11: Unlocking the potential of all people

12: It's time to...

Appendix

References