327 Activate Brand Purpose by Chip Walker
The Marketing Book Podcast
Douglas Burdett
4.9 • 868 Ratings
🗓️ 16 April 2021
⏱️ 60 minutes
🧾️ Download transcript
Summary
Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company by Scott Goodson and Chip Walker
The greatest challenge facing leaders is activating and actioning purpose-based brands to the people who matter inside the company and out.
Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs.
We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits.
Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way.
Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company-wide cultural movement, beginning internally and permeating externally.
Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/activate-brand-purpose-chip-walker
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Papa Murphy's 999 extra large New York style pizza is a big deal |
| 0:04.4 | So we're going big to tell everyone about it how big we're talking action movie being |
| 0:09.7 | Carving 999 XLny into a mountainside big and shouting it from the literal mountaintops big because the |
| 0:17.5 | XLny is everything you can expect from a classic New York style pizza hot and fresh out of your oven for just 999. |
| 0:24.7 | Order the XL Y pizza at Papa Murphy's.com. |
| 0:31.2 | This is Chip Walker, co-author of Activate Brand Purpose, |
| 0:35.0 | How to Harness the Power of Movements to Transform Your Company, |
| 0:38.0 | and you are listening to The Marketing book podcast. Welcome to the marketing book podcast, helping you keep up with the smartest thinking |
| 0:49.0 | in the quickly changing field of modern marketing. And now here's your host, Douglas Burdett. |
| 0:55.7 | Hello, and thanks for joining me on the marketing book |
| 0:58.6 | podcast, where each week I publish an interview |
| 1:01.0 | with the author of a new marketing or sales book and which was named |
| 1:03.5 | by Forbes as one of 11 Smart Podcasts that will keep you in the know and named by LinkedIn |
| 1:09.5 | is one of 10 podcasts that will make you a better market. |
| 1:12.6 | Don't worry about taking notes. |
| 1:13.9 | You can find links to everything linkable |
| 1:15.6 | in this episode's website page |
| 1:17.5 | at marketingbook podcast.com. |
| 1:20.0 | And since you're a listener to the marketing book podcast |
| 1:22.4 | and I read every book |
| 1:23.6 | featured on the show if I can recommend a specific marketing or sales book or |
| 1:28.4 | any other resource I know of for whatever challenge you're facing send me a |
... |
Please login to see the full transcript.
Disclaimer: The podcast and artwork embedded on this page are from Douglas Burdett, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Douglas Burdett and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.