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This episode of The Master’s Voice, the podcast series on MediaBrief features globally respected thinker, advisor, author and guide on transformative, movement-oriented philosophy and strategy – Scott Goodson, Founder and Chairman of StrawberryFrog, the celebrated Cultural Movement firm, in expert conversation with Pavan R Chawla.
Scott has worked with leaders of many top global companies such as Mahindra, Google, Emirates, PepsiCo, SunTrust Bank, Walmart, and more, and I caught up with him for a deep dive on his excellent new book, Activate Brand Purpose, which Scott has co-authored with another reputed expert, Chip Walker, who leads the strategy and research divisions at StrawberryFrog, and specializes in Movement Marketing.
StrawberryFrog creates ‘Movements that change companies and grow brands’, and Scott’s latest book, Activate Brand Purpose, comes when it is time, after the past year, for business leaders to move from intent and toothless purpose to action. Activate Brand Purpose is a pragmatic framework for business leaders to transform and grow companies while driving positive change.
Because, as StrawberryFrog has said, ‘it’s one thing for brands to say they care about an issue, it’s another thing to back it up with real action. And consumers can tell the difference’. And that’s where Activate Brand Purpose can really help.