Shop securely with PayTo on Amazon. Direct payments from your trusted bank. No card details required.
$11.99

promotions apply when you purchase

These promotions will be applied to this item:

Some promotions may be combined; others are not eligible to be combined with other offers. For details, please see the Terms & Conditions associated with these promotions.

Price includes tax, if applicable
Sold by: Amazon Australia Services, Inc..
Read with our free app
You've subscribed to ! We will pre-order your items within 24 hours of when they become available. When new books are released, we'll charge your default payment method for the lowest price available during the pre-order period.
Update your device or payment method, cancel individual pre-orders or your subscription at
Your memberships & subscriptions
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet or computer—no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera, scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

Christian Sarkar
Follow
Something went wrong. Please try your request again later.

Brand Activism: From Purpose to Action Kindle Edition

by Christian Sarkar (Author), Philip Kotler (Author) Format: Kindle Edition
4.1 out of 5 stars 44 ratings
“…Brand Activism will be required reading, not only in business schools and by NGOs and campaigners, but by asset managers, owners, pension funds’ trustees and senior corporate executives worldwide.”
– Hazel Henderson, founder, Ethical Markets

“Kotler and Sarkar convincingly make the case as to why values-driven marketing requires taking the right actions too. Timely, progressive and ground-breaking, their how-to brand activism framework should be the go-to guide for marketers wanting to make a bigger difference with their brands.” – Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth

“Phil (and his colleague Sarkar) is at it again, continuing to up his game. This time he is aiming at helping society and the world in which we live. Corporate and governmental trust is at a crisis. This book is an essential roadmap of steps businesses and their leaders must partake.” – David Reibstein, William Stewart Woodside Professor Professor of Marketing, The Wharton School, University of Pennsylvania

Does business have an obligation to step up when government isn't doing its job?

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. If the gap between a business and its values and its customers or society and his other stakeholders is too large, business will inevitably suffer.

What can be done?

How do brands align their values with the values of their customers, their employees, and society at large? What is needed, now more than ever, is a mindset that views reality from the outside in.

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.

This brand activism is a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow.

Brand activism is driven by a fundamental concern for the biggest and most urgent problems facing society.

It gives life to what it means to be a “values-driven” company. You can’t be a values-driven company and disregard society – your employees, your customers, the communities you work in, and the world. The proof is in what you do, not what you say.

A warning: we should be clear in saying that activism doesn’t have to be progressive; it can be regressive as well.

The poster-child for regressive activism is Big Tobacco – the tobacco companies that for so many years denied the harm their products did to consumers, even when their own research revealed otherwise. They promoted the “virtues” of smoking in a way that actually hurt consumers. Companies that lobby our politicians for regressive policies are regressive brand activists.

On the progressive activism side, we see more and more companies seeking to have an impact on the biggest societal problems. These companies have a larger purpose than simple profit-seeking, and are increasingly seen as leaders in their industries.

Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.

The book includes interviews with leaders from various fields:

- Scott Galloway
- John Elkington
- Raj Sisodia
- John Ehrenreich
- Christopher Davis
- Stephen M. R. Covey
- Hennie Botes
- Stuart L. Hart
- David "Dread" Hinds
- Clark Fox
and
- Philip Kotler
Read more
Previous slide of product details
  1. Print length
    374 pages
  2. Language
    English
  3. Publication date
    4 November 2018
  4. File size
    17.6 MB
  5. Page Flip
    Enabled
  6. Word Wise
    Enabled
  7. Enhanced typesetting
    Enabled
Next slide of product details
Due to its large file size, this book may take longer to download
Top-rated books in Kindle Unlimited
Find your next great read. Browse this month's selection.

Product details

  • ASIN ‏ : ‎ B07K71B413
  • Publisher ‏ : ‎ IDEA BITE PRESS; 2nd edition (4 November 2018)
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 17.6 MB
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Not Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 374 pages
  • Customer Reviews:
    4.1 out of 5 stars 44 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Christian Sarkar

Christian Sarkar

Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Christian Sarkar is an author, entrepreneur, consultant, and artist. He's 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, Christian has worked across a variety of industries, from engineering and construction to software, digital services, sports, and entertainment. He's 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:

- Brand Activism: a growing trend that aligns businesses with the public good

- Double Loop Marketing™: development and implementation of engagement platforms that accelerate “Return on Attention”

- Ecosystem Marketing: the mapping of social and business networks for competitive intelligence and market research

- Thought Leadership strategy: creating and spreading leading ideas in business and academia

- Creativity: innovation initiatives and scenario planning for the future

He has also worked with Philip Kotler on several initiatives to improve democracy and capitalism.

See:

www.marketingjournal.org

www.activistbrands.com

www.christiansarkar.com

www.doubleloopmarketing.com

www.300house.com

www.fixcapitalism.com

www.democracyindecline.com

www.sarkarart.com

Customer reviews

4.1 out of 5 stars
44 global ratings

Review this product

Share your thoughts with other customers
Write a customer review

Top reviews from Australia

There are 0 reviews and 0 ratings from Australia

Top reviews from other countries

Translate all reviews to English
  • Elsie Maio
    5.0 out of 5 stars A step toward redemption for Corporate Marketing
    Reviewed in the United States on 15 January 2019
    Verified Purchase
    This book is a solid step toward the redemption of Corporate Marketing.

    Let's hope so; the people's trust in the promises of Business is fatigued to the breaking point. And, to the extent that "Brand Activism: from Purpose to Action" can sufficiently prick the conscience (or fears) of the ownership class, it might help elevate standards of corporate integrity as well.

    In any case, this book is bound to make waves. Management teams will attend to the enduring stature of Phil Kotler, 'the father of modern marketing'. And the bristling passion for social justice of his co-author, the polymath Christian Sarkar, delivers the fresh jolt of an intervention that will not be denied.

    "Brand Activism: From Purpose to Action" calls marketers to a courageous role. The script? 'Carry your 'CSR' and 'Sustainability' claims out of the precious-accessories closet and boldly onto the center stage of Accountability. Visible to the public, to politics, and -- even -- to the sacred point of sale!'

    Curtain's up!
    Report
  • Shirley
    5.0 out of 5 stars Für meine Masterarbeit
    Reviewed in Germany on 25 August 2023
    Verified Purchase
    Die Literaturbibliothek der Uni verfügt nicht über dieses Buch, aber dieses Buch ist für meine Abschlussarbeit sehr wichtig
    Report
  • Carlos
    4.0 out of 5 stars Lacks gender perspective
    Reviewed in Mexico on 15 June 2022
    Verified Purchase
    I agree with almost all that is postulated in the book. However there is a serious lack of gender perspective. The vast majority of authors, experts and opinion leaders are men. It simply negates the enormous and crucial experience and perspective of female leaders of thought
    Report
  • PG
    5.0 out of 5 stars Good read
    Reviewed in Canada on 14 September 2019
    Verified Purchase
    Great book on how to activate your purpose.
    Report

Report an issue


Does this item contain inappropriate content?
Report
Do you believe that this item violates a copyright?
Report
Does this item contain quality or formatting issues?
Report