BRITE Ideas

Activate Brand Purpose with Scott Goodson and Chip Walker

February 10, 2022 Columbia Business School Center on Global Brand Leadership Season 1 Episode 5
BRITE Ideas
Activate Brand Purpose with Scott Goodson and Chip Walker
Show Notes Chapter Markers

In this BRITE Ideas episode, JP and Matt speak with Scott Goodson (Founder and CEO, Strawberry Frog) and Chip Walker (Chief Strategy Officer, Strawberry Frog) about their book Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company . The discussion tackles how best to define purpose, its growing impact on talent management and investor relations, and knowing when a company is truly following a purpose via what it stands against and what it is willing to sacrifice. Activate  Brand Purpose is published by Kogan Page, a gracious supporter of the BRITE Ideas podcast!

Introductions
Defining purpose
The myth of perfection
How can brands do social activism - without the backlash?
Should brands embrace partisanship?
Applying the principles of movement building to activating brand purpose
Aligning all parts of the organization behind your purpose
Measuring the impact of purpose
Scott and Chip’s favorite brands