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Brand Activism

Author: Christian Sarkar

Publisher: Penguin Random House India Private Limited

Published: 2021-07-12

Total Pages: 210

ISBN-13: 9354920233

What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.

The Branding of Right-Wing Activism

Author: Khadijah Costley White

Publisher: Oxford University Press

Published: 2018-08-02

Total Pages: 256

ISBN-13: 0190879343

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From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities, and consumers are more symbolic than concrete.

The Hero Trap

Author: Thomas Kolster

Publisher: Routledge

Published: 2020-05-28

Total Pages: 255

ISBN-13: 1000034682

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Most companies today are firmly on the social and environmental issues ‘bandwagon’, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men’s health, Movember – and how you can empower people to do the same. Today’s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

Commodity Activism

Author: Roopali Mukherjee

Publisher: NYU Press

Published: 2012-02

Total Pages: 316

ISBN-13: 0814764002

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Buying (RED) products—from Gap T-shirts to Apple—to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.

Corporate Social Responsibility

Author: Philip Kotler

Publisher: John Wiley & Sons

Published: 2011-03-31

Total Pages: 352

ISBN-13: 1118045777

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Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.

More Than Peach (Bellen Woodard Original Picture Book)

Author: Bellen Woodard

Publisher: Scholastic Inc.

Published: 2022-07-26

Total Pages: 45

ISBN-13: 1338840460

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Penned by the very first Crayon Activist, Bellen Woodard, this picture book will tug at readers' heartstrings and inspire them to make a difference! When Bellen Woodard’s classmates referred to "the skin-color” crayon, in a school and classroom she had always loved, she knew just how important it was that everyone understood that “skin can be any number of beautiful colors.” This stunning picture book spreads Bellen’s message of inclusivity, empowerment, and the importance of inspiring the next generation of leaders. Bellen created the More Than Peach Project and crayons with every single kid in mind to transform the crayon industry and grow the way we see our world. And Bellen has done just that! This moving book includes back matter about becoming a leader and improving your community just like Bellen. Her wisdom and self- confidence are sure to encourage any young reader looking to use their voice to make even great spaces better!

Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI

Author: Brian Carroll

Publisher: McGraw Hill Professional

Published: 2010-06-08

Total Pages: 237

ISBN-13: 0071491767

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Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance. You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial step to staying ahead of your competition long-term. To help you put your plan into action, Carroll guides you step by step to: Align sales and marketing efforts to optimize the number of leads Use multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, webinars, and more Create value for the prospective customer throughout the buying process Manage a large group of leads without feeling overwhelmed Identify and prioritize your best prospects Increase the percentage of leads who become profitable customers Avoid lulls in the sales cycle With Lead Generation for the Complex Sale you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources.

Blowing Up the Brand

Author: Melissa Aronczyk

Publisher: Peter Lang

Published: 2010

Total Pages: 352

ISBN-13: 9781433108679

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"This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology." --BOOK JACKET.

Protest Politics in the Marketplace

Author: Caroline Heldman

Publisher: Cornell University Press

Published: 2017-10-15

Total Pages: 295

ISBN-13: 150171211X

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Protest Politics in the Marketplace examines how social media has revolutionized the use and effectiveness of consumer activism. In her groundbreaking book, Caroline Heldman emphasizes that consumer activism is a democratizing force that improves political participation, self-governance, and the accountability of corporations and the government. She also investigates the use of these tactics by conservatives. Heldman analyzes the democratic implications of boycotting, socially responsible investing, social media campaigns, and direct consumer actions, highlighting the ways in which such consumer activism serves as a countervailing force against corporate power in politics. In Protest Politics in the Marketplace, she blends democratic theory with data, historical analysis, and coverage of consumer campaigns for civil rights, environmental conservation, animal rights, gender justice, LGBT rights, and other causes. Using an inter-disciplinary approach applicable to political theorists and sociologists, Americanists, and scholars of business, the environment, and social movements, Heldman considers activism in the marketplace from the Boston Tea Party to the present. In doing so, she provides readers with a clearer understanding of the new, permanent environment of consumer activism in which they operate.

Brand Activism, Inc

Author: Du Toit Christian

Publisher: Ubmm Holdings LLC

Published: 2016-06-27

Total Pages: 216

ISBN-13: 9780997663501

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Brand Activism, Inc. is a fascinating journey profiling companies being activists and the reaction their activism causes Sometimes political, sometimes controversial but never boring, Brand Activism, Inc. is a whirlwind tour of a changing corporate landscape.