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Sood G: Troll Proof Branding in the Age
of Doppelgangers

Troll Proof Branding in the Age of Doppelgangers

Explore how sustainability can be embedded into contemporary brand and marketing strategy.

Sustainable Marketing Strategies by Gillian Wilson, provides postgraduate, MBA and upper-level undergraduate students with a clear and applied framework for understanding, critiquing and implementing sustainability within marketing practice. Designed for courses in ethical, responsible and sustainability marketing, this textbook includes:

- A clear framework for analysing and developing sustainable marketing strategies
- Real-world examples from Tony's Chocolonely, Levi's and Unilever, to illustrate environmental and social marketing in practice
- Learning objectives, discussion questions and applied exercises to support assessment
- A glossary to support accessibility for international and multidisciplinary cohorts
- Online resources including lecturer slides and an instructor's manual

Using an accessible and structured framework, the book supports students in developing the skills to evaluate existing strategies and build credible, engaging sustainable marketing plans. It explores key themes including the sustainable marketing mix, environmental and social marketing communications, sustainability metrics and how brands can communicate sustainability in ways that resonate with consumers rather than alienate them.
 
Whether supporting structured teaching or independent study, Sustainable Marketing Strategies equips students with the analytical tools and practical insight needed to engage critically with sustainability in contemporary marketing.

Principles and Practices for Responsible and Ethical Marketing

Sustainable Marketing Strategies

"Humans understand the world through stories, and this book will help you tell them better!"
Bill McKibben
co-founder and senior advisor at 350.org and author of The End of Nature


Writing From the Inside Out is a practical guide for leaders, entrepreneurs, and communicators who want to lead with their values and use writing to influence, inspire change, and build community. When messages are disconnected from what we stand for, audiences tune out. But when our words reflect real conviction and invite people into a shared purpose, they become a force for belonging and collective action.

This book shows how purpose, storytelling, and action come together to build real influence.

Drawing from more than thirty years working inside mission-driven companies, including Patagonia and IKEA, Michele Bianchi offers a simple way to connect values with voice, and voice with behavior. Readers learn how to frame a mission, shape a narrative, and communicate in ways that help people care, remember, and respond.

Inside, you'll find:How to articulate your vision, mission, and values in language people can trust
Six pillars that make stories persuasive
Practical examples from business, nonprofit, and advocacy work
Case studies that reveal why certain messages move people



If you've ever wondered why your writing isn't connecting the way you want, this book gives you the tools to change that.

Because when you write with purpose, your message becomes a catalyst for the change you're trying to make.

How Purpose, Storytelling, and Action Come Together

Writing From the Inside Out

Game-based marketing emerges as a powerful strategy for brands seeking improved consumer engagement, blending interactive play with persuasive messaging to create immersive experiences. In an era defined by digital transformation, games are cultural, social, and economic tools that shape identities, communities, and consumption patterns. As such, they have become integral to brands' evolving strategies. The dynamic intersection of engagement, effectiveness, and brand activism in game-based marketing presents a fundamental dimension of contemporary culture, revealing the future trajectory of brands and marketing communication. Further exploration may reveal how games become a dynamic platform for storytelling, influence, and cultural impact. Engagement, Effectiveness, and Brand Activism in Game-Based Marketing examines the role of games within the broader digitalization process, addressing their individual, social, and sectoral impacts. It explores their use in marketing communication and advertising practices. This book covers topics such as consumer behavior, digital games, and political advertising, and is a useful resource for business owners, engineers, academicians, researchers, and scientists.

Engagement, Effectiveness, and Brand Activism in Game-Based Marketing

Harriman House Essentials

The Illusion of Choice

A few ideas about

Independently published

Marketing keeps changing-and so must the way we think about it. Artificial intelligence, new generations, evolving customer expectations, fragmented media, sustainability, and increasingly complex buying journeys are transforming how brands compete for attention and build relationships. Yet behind every new platform, technology, and trend remains the same fundamental challenge: understanding people well enough to create something relevant, memorable, and valuable to them.A Few Ideas About Marketing 2.0 continues that exploration through a new collection of practical reflections on customer behavior, buyer personas, storytelling, creativity, curiosity, B2B marketing, public relations, sustainability, customer journeys, personal branding, sponsorships, presentations, emerging technologies, and the changing role of artificial intelligence. The articles move between strategy and execution, technology and human judgment, challenging marketers to look beyond familiar formulas and ask better questions about customers, brands, communication, and growth.Written for marketers, entrepreneurs, executives, business developers, communications professionals, and anyone interested in how modern brands create meaningful connections, this second volume is designed to provoke ideas rather than prescribe a single way of thinking. Because as technology makes it easier to produce more content, more campaigns, and more interactions, the real competitive advantage may lie somewhere else: in curiosity, creativity, judgment, trust, and the ability to understand what truly matters to the people we want to reach.

Marketing 2.0

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

The Choice Factory

The rapid evolution of interactive technologies has transformed how individuals engage with digital environments, services, and experiences. From personalized AI assistants and immersive virtual reality to adaptive learning systems and intelligent healthcare platforms, human-centered technologies are now integral to nearly every sector. These innovations are not only reshaping user experiences but also redefining engagement dynamics, decision-making processes, trust, and satisfaction across consumer, organizational, and social contexts. Impacts of Human-Centered Interactive Technologies on Consumer Engagement explores how human-centered interactive technologies influence consumer engagement across diverse domains by integrating theory, practice, and innovation. Although significant attention has been paid to technological advancements, there remains a pressing need to understand how these technologies affect users on cognitive, emotional, and behavioral levels, particularly when they are designed with human values, needs, and experiences at their core. This book fills the gap in existing literature by offering a holistic, human-centric perspective on interactive technologies, moving beyond mere technical development to explore how these innovations shape meaningful experiences and relationships. Covering topics such as metaverse creation, investor engagement, and virtual reality, this book is a valuable resource for graduate and doctoral students, researchers, practitioners, technology developers, policymakers, and more.

Impacts of Human-Centered Interactive Technologies on Consumer Engagement

A fascinating examination of how wellness influencers have shaped a booming global industry--and why we should take their cultural power seriously.Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself--and why so many of us are eager to follow their lead.

How Social Media Influencers Transformed an Industry

In Search of Wellness

AVAILABLE FOR PRE-ORDER NOW - A practical guide to developing the single most important skill for success in life and work - telling your story - from the inspiring social media sensation and No.1 bestselling author of What's Your Dream? 'Simon proves that building a richer life isn't about luck - it's about clarity, courage and taking that first step' Steven Bartlett'Simon loves dreams and he wants you to live yours.' Jay Shetty 'Simon empowers you to follow your dreams without fear' Jamie OliverYour story is a part of you, and as Simon Squibb has learned through his own success as an entrepreneur, knowing how to tell it is often the difference between those who succeed and those who don't. A good story - told in less than a minute - can galvanize people into action, whether to believe in you as a person, buy a product, invest money, or provide priceless advice.Squibb's first book, What's Your Dream? has inspired hundreds of thousands of readers to roll up their sleeves and get to work on their dreams. Now, in What's Your Story?, he shares the formula for getting your dream out of your head and into the world.Squibb breaks down the elements of a powerful story. He shows readers how to abandon unhelpful narratives and find ones that will win over potential customers, employees, investors, partners, and superfans. You'll learn how to:· Harness pain, proof and passion to build a compelling narrative· Craft hooks and create story loops to gain and retain people's attention· Grow an audience into a community, as bystanders become supporters and supporters become fans· Earn credibility through authenticity to win the trust of your audience Based on Squibb's thirty years of hard-won experience in business, and drawing on his unique expertise telling viral stories online to millions of people, this book gives you the tools - and confidence - to master your own story and bring your dream to life. Simon Squibb, with more than twenty-two million followers across social media platforms, helps millions of people every month realize that they should have a dream - and shows them how to make it happen. He is known for his viral street videos and interviews. The founder of HelpBnk, a free community-driven platform where entrepreneurs support one another, Simon started his first business while homeless at age fifteen. He is the bestselling author of What's Your Dream?, which has been translated into over thirty languages.

What's Your Story?

A 7-Step Model for Visionary Marketing Strategy, Innovation, and Business Growth

The PIVOTAL Framework

Troll Proof Branding in the Age of Doppelgangers

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