Like many brands, they have a point of view, but successful activists do more. There are three vital behaviors successful activists possess that can also serve us marketers well in our efforts to build purpose brands:
The future belongs to the activist brands... Activist thinking is one of Innate Motion's favorite tools. It has been used in workshops around the world. So many people asked for the theory and the materials, that it was time to expand and share the game through this book.
"Imagining Sunsilk as an activist took us to a different place. It helped us see how we could make a difference to the girls we serve. It was super helpful to develop the sustainability plans for the brand, and intergrate them
to our branding strategy."
- Sandrine Conseiller, Global Brand Vice President Sunsilk, Unilever
Christophe Fauconnier is a psychologist who became fascinated with branding and marketing while growing up in South Africa. He saw Nelson Mandela turn people who feared him into strong allies for change. This fueled his lifelong purpose to open minds and bring down barriers between people. In 2006, he co-founded Innate Motion, leading the company by always focusing on humanizing business and the powerful idea that generosity pays.
Marjolein Baghuis is passionate about business driving change to a more sustainable world. Before joining Innate Motion, she worked in international marketing roles for businesses as well as non-profits. She regularly writes blogs and speaks at corporate sustainability conferences.
