Overview

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.

Full Product Details

Author:   Jag Sheth ,  Can Uslay
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9781032974316

ISBN 10:   1032974311
Pages:   288
Publication Date:   29 July 2025
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Forthcoming
Availability:   Not yet available  
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

Chapter 1: Introduction: A Brand Activist’s Tale of Shoes vs. Beverages, Chapter 2: Five Rings of Brand Activism, Chapter 3: AI-Powered Analysis: Pepsi and the States of America, Chapter 4: To Activate or Not to Activate, That is the Question, Chapter 5: A Brief History of Brand Activism, Chapter 6: Mis(c)Activism!, Chapter 7: Pull, Push, Doctrine, Manifesto, Chapter 8: Sheth-Uslay Brand Activism Alignment Matrix, Chapter 9: The Hierarchy of Needs and the S-Curve of Activism, Chapter 10: Lessons for Mainstream Brands, Chapter 11: Lessons for Niche Brands, Chapter 12: Lessons for Person(al) Brands, Chapter 13: The Augmented Activism Alignment Matrix, Chapter 14: Around the World in Eighty Cases, Chapter 15: Conclusion: A Doctrine for Brand Activism, Appendix: Cases of Brand Activism Scored

Reviews

""I co-authored a book on Brand Activism that called all companies to embrace good causes. Now I welcome this new book dedicated to help companies decide whether brand activism will help or hurt their profits and image. 'Navigating Brand Activism' provides a much-needed framework for understanding the complexities of brand activism in today's marketplace. It offers valuable insights for marketers seeking to balance purpose and profit, making it an essential read for any business leader."" Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing Emeritus at the Kellogg School of Management, Northwestern University ""Navigating Brand Activism offers a timely and much-needed reality check for companies tempted to jump on the brand activism bandwagon. This book astutely covers both the risks and rewards, helping marketers navigate the complexities of social engagement with authenticity and a focus on delivering real value to consumers. It is a must-read for CEOs and corporate boards."" Russ Klein, Former CEO of American Marketing Association; Former CMO of Arby’s, 7-Eleven, & Global President of Burger King; Adweek’s Advertiser of the Decade for the 2000’s ""Sheth and Uslay use fascinating case studies to show how to assess the risks that a proposed brand activation will damage a business and even hurt the cause. This book is a must-read for any business interested in influencing a social issue."" David Aaker, Professor Emeritus UC Berkeley, Vice-Chairman, Prophet ""In a world where brands hold influence far beyond their products, Navigating Brand Activism provides an essential roadmap for leaders seeking to align purpose with profit. Sheth and Uslay expertly explore the risks and rewards of brand activism, offering a blend of insightful analysis and practical guidance. With its focus on authenticity and integrity, this groundbreaking book is a must-read for conscious leaders navigating the challenges of today’s polarized marketplace."" Raj Sisodia, FEMSA Distinguished University Professor of Conscious Enterprise & Chairman, Conscious Enterprise Center, Tecnológico de Monterrey; Co-founder, Conscious Capitalism Inc. ""Brand Activism can be one of the most powerful tools ever to increase a brand’s strength in the marketplace. But only by a strong alignment of a brand’s promise and purpose with its key stakeholders: customers, employees, prospects, and the brand’s essence. No better tutorial than Navigating Brand Activism to get it right and avoid potentially disastrous consequences of misalignment."" Peter Georgescu, Chairman Emeritus, VML (Young & Rubicam) ""CEOs and CMOs increasingly have to balance pressure to take a stance on contentious issues and build an activist brand, with the manifest risks and challenges of doing so. Sheth and Uslay provide an insightful, practical and balanced guide to navigating this treacherous path."" Martin Reeves, Managing Director and Senior Partner, BCG & Chairman Henderson Institute ""This book is an essential navigational aid for any firm taking a position on high profile social issues. Sheth and Uslay give the leadership of these firms a well researched road map for anticipating the many pitfalls to be avoided, while gaining the benefits of making a positive impact on society."" George Day, Geoffrey T. Boisi Professor Emeritus and Faculty Emeritus in Residence of the Mack Institute of Innovation Management, Wharton School of the University of Pennsylvania ""In our complex world, many companies take public stances on consequential, often controversial, social issues. This marvelous book, full of fascinating case study examples, offers evidence-based guidance that can spell the difference between strengthening or harming a company’s brand."" Leonard L. Berry, Regents and University Distinguished Professor of Marketing, Texas A&M University ""Sheth and Uslay have written a much-needed book on the 5th P (Purpose) yet touch on the other 4Ps- product, place, price, and promotion with brilliant historical examination and case analysis to guide brand managers and researchers. Even more useful for brand managers and corporate boards are the use of Maslow’s classic hierarchy of needs and the creation of the Augmented Activism Alignment Matrix. This robust strategic tool alone is worth the book price. I am also impressed with the chapter on international cases that global companies will appreciate. This is a well-crafted and thoughtful book about a new and controversial topic- brand activism (or brand purpose) that is a must-read for brand marketers across the board."" Joe Plummer, President, Sunstar Americas Foundation, Co-Author of The Online Advertising Playbook, Former EVP at McCann Worldgroup, Vice Chairman at DMB & B, EVP at Y&R, and SVP at Leo Burnett. ""NAVIGATING BRAND ACTIVISM offers a timely and insightful roadmap for companies seeking to align their values and brand with the needs of a changing world. A critical resource for leaders who wish to navigate societal shifts effectively."" Ralph de la Vega, Former Vice Chairman AT&T; Former CEO of AT&T Business Solutions and AT&T International, and Founder of the De La Vega Group ""Navigating Brand Activism inspires leaders to build brands with purpose, authenticity, and impact, creating a more just and sustainable world."" Satish Korde, Former CEO of Ford Business at WPP, Chief Rankings Strategist, Just Capital ""An important and timely new book that provides valuable insights and lessons for marketers and future marketers alike on navigating the trickiest of all terrain – brand activism."" Gord McLean, President and CEO, Association of National Advertisers Educational Foundation ""A powerful framework urging brands to replace hollow promises with impactful actions, proving that doing good and driving profit can thrive together."" Mark Burgess, President, Blue Focus Marketing ""Navigating Brand Activism by Jagdish Sheth and Can Uslay masterfully unpacks the complexities of purpose-driven branding. With compelling case studies and actionable frameworks, this essential guide explores the risks and rewards of corporate advocacy, equipping leaders to navigate contentious issues authentically and strategically. A must-read for modern marketers!"" Tolga Akcura, Professor of Marketing, Ozyegin University, Founder, eBrandValue ""In a time marked by global challenges like wars, natural disasters, and environmental crises, the task of crafting exceptional brand and customer experiences becomes increasingly complex. It's not just about what you do, but also about what you don’t do. Great book offering valuable insights for professionals on this aspect."" Faruk Kocabas, CEO, MediaMarkt Spain ""Navigating Brand Activism is a timely and insightful guide to aligning purpose with action. The book offers a strategic framework for brands to engage authentically with social issues while balancing risks and rewards. A must-read for leaders seeking meaningful impact and sustainable growth in today’s complex, socially conscious marketplace."" Faisal Hoque, Founder, Shadoka & NextChapter; #1 WSJ Bestselling Author of Reinvent, Lift, and Transcend ""Navigating Brand Activism is a timely exploration of the critical balance brands must strike between purpose and profit. Sheth and Uslay provide a clear, strategic roadmap for navigating the complexities of brand activism, emphasizing authenticity, alignment, and impact. This book is an essential guide for any leader seeking to engage meaningfully in today’s socially conscious market."" Samyr Qureshi, Founder and CEO, Knack “Navigating Brand Activism is a very timely and actionable exploration of how brands can determine their approach to activism proactively. Rich with examples, the robust strategic framework outlined by Sheth & Uslay is sure to become an indispensable part of every CMO’s toolkit."" Rahul Mehrotra, CEO, EsperPulse ""This timely book on brand activism provides strategies and tactics for navigating an important marketing phenomenon. The authors show managers how to derive value from brand activism and social marketing while avoiding pitfalls that might reduce brand value."" Bernd Schmitt, Robert D. Calkins Professor of International Business, Director of Center on Global Brand Leadership, Columbia Business School, Editor-in-Chief, Journal of Consumer Research

Author Information

Jag Sheth, Charles H. Kellstadt Professor of Marketing at Goizueta Business School at Emory University, is a globally recognized marketing luminary. With over 350 publications, he is the recipient of all four top awards from the American Marketing Association (AMA), and the Padma Bhushan (2020), the highest civilian honor bestowed by the Government of India. He has also served as an advisor to numerous corporations and governments worldwide. Can Uslay is Professor of Marketing and Director of the Center for Marketing Advantage, Advancement, and Action at Rutgers Business School. He is a recipient of the Chancellor's Award, WDI Global Case Writing Competition Award, Scudder Award, MAACBA Teaching Innovation Award, AMA EMSIG Hills Best Paper and Abdul Ali Promising Research Awards, and several Dean's awards for outstanding scholarship, teaching, and service.

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