Episode Player
Activate Brand Purpose with Scott Goodson and Chip Walker
BRITE Ideas
Chapters
1:12
Introductions
3:43
Defining purpose
6:34
The myth of perfection
8:17
How can brands do social activism - without the backlash?
13:35
Should brands embrace partisanship?
17:06
Applying the principles of movement building to activating brand purpose
20:54
Aligning all parts of the organization behind your purpose
27:31
Measuring the impact of purpose
29:57
Scott and Chip’s favorite brands
BRITE Ideas
Activate Brand Purpose with Scott Goodson and Chip Walker
Feb 10, 2022
Season 1
Episode 5
Columbia Business School Center on Global Brand Leadership
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!
