How Advertising Will Heal the World and Your Business

Samenvatting

The time has come for a radical paradigm shift in branding as we know it. Where, in the past, branding has seemed mainly focused on fulfilling hedonistic individual needs, it’s gradually becoming clear: people are waiting for brands to help them help others. And, in doing so, these so-called “Meaningful Prosocial Brands” help fulfill a basic, strong and growing need: the need to live a meaningful life. This book, based on extensive research in the world’s 16 biggest economies, unveils new insights and practical knowledge that can make your brand grow and bring about a huge positive impact on our world. “Soon, kindness will be a gobal brand, bridging the chasm between compassion and commerce, and prosocialism will carry the day. Mark Woerde and his 24,000 friendly people have brought a new eth ...ical dimension to the world of advertising!” – Professor Dirk Salomons, Director of the Program for Humanitarian Affairs at the School of International Public Affairs, Columbia University. “Mark Woerde shows how to use power of brands to make the world a better place - one of the most inspiring books I know!” – Kate Roberts, Founder of YouthAIDS and Five & Alive, Vice President PSI.org and “Young Global Leader of the World 2007” by The World Economic Forum. “Here’s a book that might help you look your children in the eye. People are looking for brands to positively contribute to society and they’ll vote for them with their money. It turns out you can make money and make a difference at the same time.” – Craig Davis, Chief Creative Officer Publicis Mojo Australia and New Zealand, Ex-CCO JWT worldwide, Founder of Brandkarma.com Just imagine what would happen if even a fraction of the US $450 billion spent annually on advertising, instead, went into prosocial marketing? Thank you for picking up this book! It would also be great if you could help spread the word so the concepts contained in the book reach as many business leaders as possible. Please visit letsheal.org, an Amsterdam based independent non-profit organization aimed at providing insights in how to transform brands into Meaningful Prosocial Brands. Free download on Letsheal.org 1 of the 24,000 warnings in this book: “It’s important to understand that any value this brings to the brand can be easily undermined by questionable business practices. Being prosocial not only means to be generous in spending your money, but also to be responsible in how you make it.” – Matthias Stausberg, Head of Public Affairs & Media Relations and Spokesperson United Nations Global Compact