Activists Dare to Care. Brand Your Activism for Social Change.
Description
Do you think of activism as something that can attack and weaken a brand? Companies like Unilever and Coca Cola know it doesn't have to be: This little book is all about using the power of thinking and acting like an activist to build the success of your brand - and turn it into a powerful catalyst for change.
The future belongs to the activist brand. As the millennial generation and an emerging middle class of two billion people grow a stronger sense of purpose, brands need to do more. Activists have much to teach marketers in that battle to be relevant and create engagement.
Like many brands, they have a point of view, but successful activists excel by having a point of action. Today, people expect brands to do more, not just be more.
The first part of the book highlights the three vital behaviors that separate successful activists from the rest. In this section, Innate Motion's founder and CEO Christophe Fauconnier shares his perspective on what marketers can learn from successful activists.
The book provides a compass for activists to explore the better world that people want to create, enabling marketers to pick a fight that resonates with the people their brand serves. After that, eight types of activism are introduced in the context of the vital behaviors, with examples of people and brands that embody the different kind of activism.
After meeting the activists, it's time to play! A set of cards accompany the book to help you unleash your inner activist. Playing the games will help you leverage thinking and acting like an activist to drive your brand and social change in tandem. You can follow the link in the book to download and print them.
Activist thinking is one of Innate Motion's favorite tools. It has been used in workshops around the world. So many people asked for the theory and the materials, that it was time to expand and share the game through this book.
The future belongs to the activist brand. As the millennial generation and an emerging middle class of two billion people grow a stronger sense of purpose, brands need to do more. Activists have much to teach marketers in that battle to be relevant and create engagement.
Like many brands, they have a point of view, but successful activists excel by having a point of action. Today, people expect brands to do more, not just be more.
The first part of the book highlights the three vital behaviors that separate successful activists from the rest. In this section, Innate Motion's founder and CEO Christophe Fauconnier shares his perspective on what marketers can learn from successful activists.
The book provides a compass for activists to explore the better world that people want to create, enabling marketers to pick a fight that resonates with the people their brand serves. After that, eight types of activism are introduced in the context of the vital behaviors, with examples of people and brands that embody the different kind of activism.
After meeting the activists, it's time to play! A set of cards accompany the book to help you unleash your inner activist. Playing the games will help you leverage thinking and acting like an activist to drive your brand and social change in tandem. You can follow the link in the book to download and print them.
Activist thinking is one of Innate Motion's favorite tools. It has been used in workshops around the world. So many people asked for the theory and the materials, that it was time to expand and share the game through this book.
