Innovative Branding for Social Impact

This chapter explores the diffusion of innovation model as it relates to new brands and products, emphasizing the need for aspirational marketing to influence consumer behavior. It analyzes successful case studies like Liquid Death and Change Please, showcasing how innovative branding can create meaningful social change while appealing to both consumers and corporate clients. The discussion highlights the importance of unique marketing strategies that challenge convention, using memorable campaigns to address social issues and resonate with audiences.