Conscious Marketing : How to Create an Awesome Business with a New Approach to Marketing

In the modern economy, businesses must have heart The marketing industry is broken. Consumers are tired of interruption, push, mass media and the manipulation of marketing and advertising generally. They want to deal with honest, ethical companies that have heart and purpose and that care about serving all their stakeholders instead of their pockets. Conscious Marketing proves that marketing can really work if the paradigm is shifted--radically. In "Conscious Marketing: How to Create an Awesome Business With a New Approach to Marketing," author Carolyn Tate demonstrates just how beneficial this shift can be. By practising the four tenets of conscious marketing, companies can raise their brand's profile and attract customers for life. The book shows how building a business with a higher-purpose can lead to sustainability, profitability and industry leadership. Conscious marketing works for both multinational corporations and cash-strapped small business alike. In the modern market, a business that does well and contributes to the elevation of humanity and the planet attracts the best customers, employees, suppliers and investors. These people evangelize, and the brand reach expands exponentially further and to a more loyal audience than traditional marketing will ever capture. This concept and other topics in the book include: What's wrong with marketing and why it doesn't work What "conscious" means to the consumer, business, leader and marketer The who, what, why and how of conscious marketing Navigating the shift from traditional to conscious practices The book includes a three-part guide to crafting an actionable plan, including where to find help. Marketing doesn't have to be the budgetary dead weight it has become. It can be fun, human and inspiring for everyone involved, but change requires a deep shift in thinking and behaviour that goes way beyond the transaction or the sale. To stay relevant in the modern economy, businesses must show what's at their core, why they do what they do and why it matters. "Conscious Marketing" is a comprehensive guide to fixing the problem, with a sustainable solution.;Part I. The current state of marketing -- 1. The problem with marketing -- 2. The evolution of consciousness -- Part II. The reinvention of marketing -- 3. Introducing conscious marketing -- 4. Personal consciousness: an essential ingredient for conscious marketing -- 5. Purpose (why): the thing that keeps you keeping on -- 6. Product (what): those things you offer that improve lives -- 7. People and planet (who): the partners in your business community -- 8. Promotion: how you spread the word -- Part III. Shifting from theory to action -- 9. The conscious marketing shift: 10 solid principles to adapt -- 10. Your conscious marketing plan. CONSCIOUS MARKETING 3 CONTENTS 9 About the author 11 Acknowledgements 13 Preface 15 PART I The current state of marketing 21 Chapter 1 The problem with marketing 23 Marketing is broken 24 Marketing has been hijacked 26 Marketing for the short term 27 The price-war culture 29 The mass media minefield 30 The manipulative message 32 A short intervention 33 The gap between the marketing promise and the customer experience 34 The sick language of marketing 36 The illusion of choice 37 Planned obsolescence as a marketing tactic 38 When CSR becomes marketing fluff 39 The double-edged sword of technology 42 The great information marketing scam 44 Native advertising pervading the media 46 Chapter 2 The evolution of consciousness 49 Why consciousness is the key 49 The conscious being 51 The conscious consumer 54 Conscious Capitalism 56 Higher purpose 58 Stakeholder orientation 58 Conscious leadership 58 Conscious culture 58 The conscious business 60 The conscious leader 61 The conscious employee 63 The conscious community 65 PART II The reinvention of marketing 69 Chapter 3 Introducing conscious marketing 71 Defending marketing 72 Defining conscious marketing 73 An introduction to the Cycle of Conscious Marketing 74 Personal (you) 75 Purpose (why) 75 Product (what) 76 People (who) 76 Promotion (how) 76 How it works 77 Chapter 4 Personal consciousness — an essential ingredient for conscious marketing 79 A dedication to learning 80 A reframe of the success paradigm 83 Chapter 5 Purpose (why) — the thing that keeps you keeping on 89 What is purpose anyway? 91 Why purpose is the glue 92 Is purpose the new black? 93 Vision and purpose — what’s the difference? 94 How to find your purpose 95 Digging deep on purpose 98 Some great purpose statements 100 How to know if you’re ‘on purpose’ 102 Why is purpose at the heart of conscious marketing? 103 Chapter 6 Product (what) — those things you offer that improve lives 107 A useful tool to get you started 108 The products and services you offer 109 How do you know if people want it? 111 Who do you serve? 112 So what do they need? 113 The price you pay 114 From demand to delivery 116 The customer experience 117 Chapter 7 People and planet (who) — the partners in your business community 121 The planet and the environment 122 The community 124 The supplier 126 The alliances 127 The customer 129 The employees (and volunteers) 131 The industry and competition 133 The shareholders 135 The ones you love (family and friends) 137 So who are your stakeholders and what can you do now? 138 Chapter 8 Promotion — how you spread the word 141 Brand love takes time 142 Avoid bright shiny object (BSO) syndrome 144 Turn your attention inward 145 50 per cent offline, 50 per cent online 147 Do less. Do it well. Do it again 149 Activate your tribe first 151 Share your story 153 Adopt a cause-leadership position 154 The giving culture 156 Sell one, give one 157 Produce content that matters 159 Do some planning 161 The Conscious Marketing Cycle — it keeps on keeping on 163 PART III Shifting from theory to action 165 Chapter 9 The conscious marketing shift — 10 solid principles to adopt 167 1. From profit-driven to purpose-driven 168 2. From company-centric to customer-centric 169 3. From price-driven to value-driven 171 4. From masculine to feminine 172 5. From competitive to collaborative 174 6. From interruption to attraction 176 7. From complex to simple 178 8. From unintelligent to intelligent 179 9. From duplicity to honesty 181 10. From fear to love 182 Chapter 10 Your conscious marketing action plan 187 Things you can do to take action now 188 Start a conscious marketing action group 188 Engage your current networks 188 Find yourself a marketing buddy 188 Get yourself a mentor 188 Create your own ‘advisory board’ 188 Be observant 189 Hold a staff meeting 189 Ask your customers 189 Do the B Impact Assessment 189 Join the Slow School community 190 Join the Conscious Capitalism movement 190 Develop daily habits 190 Start working on your manifesto and vision board 190 Join a co-working space 191 Build conscious connections 191 Become a dedicated learner 191 Task: Option 1 (to be done individually or as a team) 193 Task: Option 2 (to be done with your team) 193 Conclusion 195 Afterword by Billy Stafford 197 The Conscious Marketing Manifesto 199 Useful resources for conscious business owners 203 Index 207 Advert 213 EULA 215

In the modern economy, businesses must have heart

The marketing industry is broken. Consumers are tired of interruption, push, mass media and the manipulation of marketing and advertising generally. They want to deal with honest, ethical companies that have heart and purpose and that care about serving all their stakeholders instead of their pockets. Conscious Marketing proves that marketing can really work if the paradigm is shifted—radically. In Conscious Marketing: How to Create an Awesome Business With a New Approach to Marketing, author Carolyn Tate demonstrates just how beneficial this shift can be. By practising the four tenets of conscious marketing, companies can raise their brand's profile and attract customers for life. The book shows how building a business with a higher-purpose can lead to sustainability, profitability and industry leadership. Conscious marketing works for both multinational corporations and cash-strapped small business alike.

In the modern market, a business that does well and contributes to the elevation of humanity and the planet attracts the best customers, employees, suppliers and investors. These people evangelize, and the brand reach expands exponentially further and to a more loyal audience than traditional marketing will ever capture. This concept and other topics in the book include:

• What's wrong with marketing and why it doesn't work
• What "conscious" means to the consumer, business, leader and marketer
• The who, what, why and how of conscious marketing
• Navigating the shift from traditional to conscious practices

The book includes a three-part guide to crafting an actionable plan, including where to find help. Marketing doesn't have to be the budgetary dead weight it has become. It can be fun, human and inspiring for everyone involved, but change requires a deep shift in thinking and behaviour that goes way beyond the transaction or the sale. To stay relevant in the modern economy, businesses must show what's at their core, why they do what they do and why it matters. Conscious Marketing is a comprehensive guide to fixing the problem, with a sustainable solution.