Good is the New Cool

A marketing-world manifesto for brands that do good and do well — treating environmental and civic problems as a way to grow rather than a cost to bear. In SDF terms it presses on the Economics motto (business rethought around shared benefit) and the semiotic-communicational work of what a brand says it stands for. Written by marketing practitioners Afdhel Aziz and Bobby Jones, the book challenges conventional advertising and argues for a different model in which marketing sets out to improve people's lives rather than simply sell to them. It sets out principles such as treating people as citizens rather than consumers, illustrated with interviews and case studies from brands including Zappos, Citibank and The Honest Company, alongside culture-makers working with artists such as Lady Gaga and Pharrell.