El. knyga: Responsible Marketing: How to Create an Authentic and Inclusive Marketing Strategy

"Lola Bakare has written a ridiculously readable book about marketing that will make you laugh, cheer, and think. Responsible Marketing shows you how to build a better, more conscious business-starting with the topline-on the way to creating a more righteous world." * Anne Morriss, bestselling author and host of the hit podcast Fixable * "For marketing executives who want to move fast and fix things, Responsible Marketing is a tool you absolutely need. Equal parts passionate and pragmatic, Lola will leave you inspired with a new vision of what it looks like to drive tangible growth with a more conscious approach to free-market capitalism that is defensible for the one reason that always matters-it actually works." * Frances Frei, Professor of Technology and Operations Management, Harvard Business School * "Understanding and guiding a brand's social impact has never been more important, and never been more misunderstood. Lola Bakare breaks it all down in the most Lola way. She shows how inclusive, authentic marketing can boost not just your brand and bottom line. This isn't about being 'woke'-it's about being awoken to the real possibilities when business goals and social good align." * Greg Hahn, Co-Founder, Mischief * "Consumption is undeniably a 'cultural act' in the modern era. But many brands exist outside of the culture where trust is built, where our identities are shaped. Thus, marketing is removed from high intent consumer behaviors. Lola Bakare's book offers a reminder and a refreshing take on the Marketing playbook that returns to the era when we actively looked the consumer in the eye." * Albert Thompson, Managing Director, Walton Isaacson * "For everyone who believes that marketing and brand building play an essential role in shaping culture, this book is a must-read. It provides a clear roadmap for the types of stories we need to be telling in order to make positive and lasting contributions for clients, careers, consumers and the world at large. I have always believed that marketing can be a force for good; Bakare shows us how." * Emily Heyward, Co-Founder and Chief Brand Officer, Red Antler * "Lola offers a critical and transformative perspective on how brands can thrive while staying true to an ethical framework. Her insightful analysis provides practical strategies to resonate with consumers who expect their values and culture to be reflected and represented in the work. Lola's case studies and actionable insights are for anyone looking to connect integrity and positive change with authentic consumer connections and business growth. This book highlights a unique opportunity for marketers to close gaps in access and generate more equitable outcomes, paving the way for inclusive and impactful engagement, emphasizing what happens if we don't act and the opportunity if we do." * Frank Starling, Chief DEI Officer, LIONS * "At a time when marketing messages have become confused, empty and buried in green-washing allegations, we need a new approach to communicating brand values effectively. Lola Bakare provides a constructive and practical path forward, in this smart and well-written book." * Alison Taylor, Clinical Associate Professor, Leonard N. Stern School of Business, and author of Higher Ground, and Executive Director, Ethical Systems * "In Responsible Marketing, Lola reminds us of a fundamental truth that should underpin all creative solutions: marketing is about what works, full stop. Not what works for a few individuals, but what works across a consumer landscape where change is the only constant. Rich in case studies and personal stories, it's a read that gets you thinking expansively about all the ways marketing can both delight your shareholders and drive progress through creativity." * Simon Cook, CEO, LIONS * "Responsible Marketing is a transformational book that guides us on how to take courageous action for change. Through her 'four keys to responsible marketing' framework, Lola Bakare masterfully leads us on the journey to create powerful brands, stories and movements. While there's plenty of solid advice for marketing leaders, the book speaks to all in today's world who are operating as personal brands. Don't miss out on learning from one of the most innovative marketing experts of all time!" * Ruchika T. Malhotra, best-selling author and inclusion strategist * "Responsible Marketing is a light-bulb-creating marketing tome for the 21st-century marketer. Lola's model for demonstrating the relationship between social impact and commercial success is clear and brilliant and will make you critically rethink your marketing strategies. The inspiring case studies in this book are a catalyst for propelling marketers toward campaigns that are good for business, for people, and for the planet. And if we get it right, Lola may one day be able to retire the term 'responsible marketing' because it has become the inherent definition of what marketing, as a craft, is." * Onney Crawley, Chief Marketing Officer, Goodwill Industries International * "Lola has nailed it with this book. Particularly with the recognition that responsible marketing is a manifestation of the invisible hand, not a distortion of the market. It's the rational response to increased consumer demand for it in product markets, increased employee demand for it in labor markets and increased civilian demand for it in the market for public goods as well. Responsible marketing is the key to thriving in a world where constructive capitalism is taking root-and this book is the perfect tool for a marketer to ground themselves in it." * Drew Train, CEO and Co-founder, OBERLAND * "The word responsible is 'how we describe ourselves when we're at our best,' Lola Bakare proclaims in this book. "It's the practice of doing more than what's required, not just what we'll be accountable for." Lola reminds us that we exist to be of service, at the intersection of all the stakeholders we serve. She pushes us to leverage the financial pitfalls of historical exclusion thereby unlocking the upside of addressing urgent, unmet needs. Lola has served as a guiding light in our industry for the last four years and her book is a provocative and powerful summation of her framework of responsible marketing that will guide me for years to come. Keep this book close and commit to using your power for good, one 'responsible reframe' at a time." * Xanthe Wells, VP, Global Creative, Pinterest * "Brands that behave responsibly, delivering social impact at the same time as driving a strong and unique value proposition to their consumers, grow. In her book Responsible Marketing, Lola offers every marketing leader the opportunity to understand the benefits of turning their brand responsible and how to get intentional about it. Opening up with her 'Dove' story shows how a brand, that I have been so privileged to work for, can literally transform the ´consumer' into a true ´brand believer', for life." * Firdaous El Honsali, Former Dove Global Vice-President *