199: Graeme Newell, For Purpose Corporations

Graeme Newell, co-author of Red Goldfish, returns to share the secrets of building a brand following through social purpose. Building loyalty with social purpose Graeme Newell is back to talk about a growing trend with businesses today, which is getting involved with social purpose. Especially with millennials, companies are building a powerful affinity through charity groups and community efforts. Having a strong social purpose can be very powerful for building customer loyalty, shareholder value, and better relationships across the board. “[#Millennials] want to be with companies that match their own values and their own priorities.” - @gnewell" It’s common for companies to tout their involvement with a certain charity or local effort, but what today’s customers are looking for is not that simple. They’re looking for companies that are walking the talk day after day, not just paying lip service. Graeme’s latest book, Red Goldfish, is all about building a brand following with social purpose. Together with co-author Stan Phelps, Graeme Newell researched more than 250 companies that started with a passion that ripples out to customers. “Sure, you make great stuff, but so do 9 other people. I want to see what you stand for.” -@gnewell" In this interview, we discuss highlights from Red Goldfish, along with some of the best ways to find a greater social purpose and see it through. Graeme share some inspiring examples of companies that execute this beautifully while building profitability! Graeme covers the many benefits of being a company that wants to make a positive impact in the world. What’s your greater purpose, and how can you see it through in ways that make others proud to connect with your brand? Listen to this fascinating interview with Graeme Newell to find out! Highlights from the interview: What is social entrepreneurship? [3:30] Eliminating some of the risks to taking a stronger stance on social issues  [5:30] How is social entrepreneurship profitable? [7:00] Are traditional charities in on this, and how is it affecting them? [8:30] The power of expressing company values through storytelling [12:30] What are the common threads among companies that are successful with social purpose? [14:40] Want to get started today? Graeme has some recommendations for you! [16:50] About our guest: Graeme Newell is President of 602 Communications, a marketing research and consulting firm that specializes in emotional connection. Graeme and his team of emotional attachment experts show companies how to change complacent customers into passionate groupies. Graeme has delivered more than 400 speeches at events in 25 countries around the world. He is known as the example king.  His presentations are loaded with cutting-edge techniques used by the world’s most passionate brands. He has compiled an extensive emotional connection video library with more than 50,000 examples. He uses this library to teach leaders how to build deep lasting friendships with their customers. Graeme Newell has done speaking, research and consulting for corporations across the globe, including: GE, Disney, Sony, CBS, Madison Square Garden, Comcast, and Universal Studios. Graeme lives in Portland, Oregon with his wife Annette. Connect with Graeme Website Facebook Twitter LinkedIn Related Content Episode 106: J V Crum, Social Consciousness in Business Episode 118: David Williams, Make-A-Wish and Episode 083: Cause Marketing Done Well Graeme Newell's book, Red Goldfish PurpleGoldfish.com Sponsor message: Free Webinar March 21st Align your brand promises with customer perceptions and the true experience delivered. Do you know how to deliver the superior customer experience you visualize? We will help your team become a force for positive change, starting with a customer-centric mission. Jeannie Walters and the 360Connext team help companies across industries and around the globe develop unique and scalable customer-focused missions. And now they're offering the same set of actions to their community for free! You need a compass for making astounding changes in the customer experience, and a way to break down the silos that are in your way. Develop a mission around consistently delivering excellent experiences, and make your employees proud to be on board. Visit CXWebinar.com to sign up for free.   Take care of yourself and take care of your customers. Learn more about your ad choices. Visit megaphone.fm/adchoices