Good is the New Cool:
Market Like You Give A Damn
Market Like You Give A Damn
“Every business, brand and
individual involved in the
business of brands should sit
up and take note.”
— Paul Woolmington,
CEO, Canvas Worldwide
“With people saying they wouldn’t care if 74% of brands disappeared tomorrow, marketers need to re-imagine why their brands exist and how they engage with people. The intersection of the three “C’s’; (culture, commerce and conscience), is the winning formula.”
— Carol Cone,
CEO, Purpose Collaborative
The 7 Key Principles
A Masterclass for Marketers, Artists, and Nonprofits
1. Know your Purpose (a.k.a. know what you give a damn about)
2. Find your Allies: people and organizations whose purpose intersects with your own
3. Think ‘Citizens’ not ‘Consumers’ and a relationship that is ‘Transformational’ not ‘Transactional’
4. Lead with the Cool but Bake in the Good: brands need to be stylish, authentic, and meaningful
5. Don’t Advertise, Solve Problems: advertising is broken and we don’t need to fix it.
6. People are the New Media: word-of-mouth is the holy grail
7. Back up the Promise with the Proof: be accountable
More About the Book
Today it is no longer enough for a brand to just be ‘good’; it must also be ‘cool’. Modern customers are demanding more social consciousness from the brands that they buy but also want to make sure it’s balanced out by the right design, the right aesthetic, the right story told in an authentic and meaningful way.
Equal parts self-help, how-to, and business journalism, “Good is the New Cool: Market Like You Give a Damn” aims to inspire others to be better marketers and citizens by balancing profit and the needs of their customers and communities, all while still innovating and harnessing the force of popular culture.
“Good is the New Cool: Market Like You Give a Damn” will revolutionize how companies position themselves and their brands, exploring a new purpose-driven business model and the millennial pioneers driving it to entrepreneurial success. Aziz and Jones’ bold manifesto is provocative, whip-smart, and with streetwise style “Market Like You Give a Damn” takes 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 benefits people and planet?
About the authors
Afdhel Aziz is a brand strategist, consultant and speaker whose award-winning 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. He has been a featured speaker at the Cannes Lions, SXSW and Advertising Week.
Bobby Jones is a best-selling author, renowned speaker, conscious capitalism expert, and businessman on an inspiring mission to show individuals and companies worldwide how to be forces for good. Bobby’s keynotes and workshops have provided business and culture leaders with an essential roadmap for mastering the key principles of purpose and purpose-driven marketing.
Since its publishing, “Market Like You Give a Damn” has grown into a global community of thousands of leaders in business and culture, with conferences, podcasts, and upcoming TV shows. Afdhel and Bobby created the purpose consultancy Conspiracy of Love, a certified B Corp, which advises iconic brands worldwide like Adidas, Red Bull, Oreo, and Microsoft and Fortune 500 companies like Unilever, Mars, Mondelēz, Diageo, and AB InBev.