Good is The New Cool: How Business Can Be a Force for Good
We are in the age of Conscious Capitalism. And Conscious Capitalism requires Conscious Marketing.
In this inspiring and motivational talk, Afdhel shows how business can be a force for good, by balancing profit with the needs of their consumers and communities.
He shares some of the insights from researching purpose-driven brands like Warby Parker, Adidas, The Honest Company and Zappos, who are creating a revolution in business by ‘doing well by doing good’.
Thought-provoking principles from his book ‘Good is the New Cool' like 'Think Citizens Not Consumers’, 'People are the New Media' and ‘Don’t Advertise Solve Problems'' will help businesses future-proof for the Millennial and Gen-Z generations of conscious consumers - and also attract the best employee talent who are drawn to organizations where they can do meaningful work.’
“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.”
– From 'Good is the New Cool: Market Like You Give a Damn'
How to Move Fast and Invent the Future
Over the last 50 years, the average lifespan of S&P 500 companies has shrunk from around 60 years to closer to 18 years. The stark reality is 'innovate or die'.
Highlighted by Forbes as one of three marketing innovation labs to emulate in 2016, Absolut Labs (created by Afdhel) is a Brand Innovation hub that allows the brand to think and act more like a start-up again, giving the brand the ability to experiment with new technologies like Virtual reality, Augmented Reality, Internet of things and Wearable technology, try new moon-shot ideas, and even fail – all of which are challenging ambitions to achieve within a traditional corporate infrastructure.
But what’s the secret behind its success? In this talk, Afdhel shares how to apply an agile approach to new idea development and follow the journey of these ideas from validation and prototyping, through to acceleration and scale.
"Technology is massively disrupting advertising the way it disrupted the music industry. Brands need to create spaces for marketing innovation otherwise they risk becoming obsolete.”
– From 'How to Move Fast and Invent the Future' presentation at the Cannes International Festival of Creativity
21st Century Storytelling: Content and Experiences
Millennials annual spend 2018 will exceed $3.39 trillion and 78% of Millennials say they plan to spend more money on experiences than things next year.
In this talk, Afdhel shares some of the secrets of how to create compelling brand experiences and content for a 21st century audience. He shows how to take breakthrough ideas from inception to execution: whether it's creating a cutting-edge virtual reality video game with electronic music superstar Deadmau5, partnering with Lady Gaga to create a jaw-dropping new fan experience during her tour, or transforming entire city blocks in Brooklyn and San Francisco into contemporary art installations.
"How do brands create compelling experiences at the intersection of 'useful and delightful, that are so amazing that people become evangelists for the brand?”
– From the Chief Digital Officer Conference in Silicon Valley