Good is the new cool
Another book which emphasizes the need for advertising to change. If all marketers could use their often rather large budgets on doing good - they would not only do the best marketing there is but also contribute to society at large. I truly enjoy this wave of new thinking coming from the marketing side.
“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.”
Check also out the great corporate examples in "Goodvertising", which you can order at Amazon