Navigating Brand Activism

di Jag Sheth (Autore)

Can Uslay (Autore)

Taylor & Francis Ltd, 2025

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand: Why some purpose-driven brands are winning hearts, minds, and market share How to differentiate your brand in a crowded marketplace through activism How to spot authentic activism from mere marketing ploys The future of brand activism and its potential to create a better world The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution Most importantly, when and when not to engage in brand activism. Whether you’re a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.

• Autore: Jag Sheth, Can Uslay
• Editore: Taylor & Francis Ltd
• Anno: 2025
• Rilegatura: Hardback
• Pagine: 304 p.
• Dimensioni: 234 x 156 mm
• Peso: 760 gr.
• EAN: 9781032974316

Testo in English