FB1 Good Is the New Cool: Market Like You Give a Damn

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Title	FB1 Good Is the New Cool: Market Like You Give a Damn
Edition
Call Number	330.1 AZI g
ISBN/ISSN	9781736785805
Author(s)	Afdhel Aziz
Subject(s)
Classification	330.1 AZI g
Series Title
GMD	Text
Language	English
Publisher	9781736785805
Publishing Year	2016
Publishing Place	English
Collation	304 pages
Abstract/Notes	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?
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