Publisher Description
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.
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“Brand Activism will be required reading, not only in business schools and by NGOs and campaigners, but by asset managers, owners, pension fund trustees, and senior corporate executives worldwide.”
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Hazel Henderson, founder, Ethical Markets
About the Authors
Philip Kotler is the SC Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. Although best known as a marketing guru, Kotler is a classically trained economist who did his master’s studies at the University of Chicago under Milton Friedman, the famed Nobel laureate and free-market evangelist, before moving to MIT to pursue a PhD under Paul Samuelson and Robert Solow, two Nobel Prize–winning Keynesian economists.
Christian Sarkar is an author, entrepreneur, consultant, and artist. He is the editor of the Marketing Journal and the co-author of Brand Activism: From Purpose to Action with Philip Kotler, the “father of modern marketing.” As a consultant, he has worked across a variety of industries, from engineering and construction to software, digital services, sports, and entertainment. He is the co-founder of the $300 House Project, an open project to promote innovation in affordable housing in the developing world. He is a leading authority in several areas, including branding, double-loop marketing, ecosystem marketing, thought-leadership strategy, and innovative creativity. He has also worked with Philip Kotler on several initiatives to improve democracy and capitalism.