StrawberryFrog’s Chip Walker Urges Action in ACTIVATE BRAND PURPOSE, his Book with Scott Goodson

Apr 21, 2022 · 33m 56s
StrawberryFrog’s Chip Walker Urges Action in ACTIVATE BRAND PURPOSE, his Book with Scott Goodson
Description

Whether fueled by the pandemic, climate issues, or social change, there's been an explosion of interest in purpose-driven marketing. Scott Goodson and Chip Walker, partners at StrawberryFrog, the independent marketing,...

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Whether fueled by the pandemic, climate issues, or social change, there's been an explosion of interest in purpose-driven marketing.
Scott Goodson and Chip Walker, partners at StrawberryFrog, the independent marketing, advertising, and design company, have found that activating purpose is often a significant challenge to brands. As a result, they co-authorized a book, appropriately titled ACTIVATE BRAND PURPOSE, which discusses how their trademarked “Movement Thinking” approach can be applied to purpose. Movement Thinking™, conceived by the authors, is a process that harnesses the concepts of social movements to energize staff, build trust and belief, and ultimately help businesses prosper.

ACTIVATE BRAND PURPOSE: How to Harness the Power of Movements to Transform Your Company, published in 2021, focuses on how business leaders can move beyond talk to action, while galvanizing people around a cause. The book draws on business cases and interviews with top brand executives at Coca-Cola, PepsiCo, Patagonia, Nike, Verizon, Xerox, REI, Truist Bank, Walmart, and many others. It also investigates what people expect from a brand in return for their money and loyalty through the Purpose Power Index, featuring more than 17,500 consumer responses.
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Author Deborah Malone
Organization Deborah Malone
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