The Belief Economy: How to Give a Damn, Stop Selling, and Create Buy-In

by David Baldwin

Selling isn't just about persuasion anymore. It’s about giving a damn and taking a stand. To reach the next generation of customers, your brand must address their beliefs and ethical concerns. The Belief Economy lays the foundation you’ll need to connect powerfully and passionately with this growing, socially committed audience.Over the next four to six decades, Millennials and Gen Zers will control and influence more than a trillion dollars of our economy per year. The companies they patronize will be those with a strong stated mission and purpose. The Belief Economy can help you identify, develop, and sell the authentic core values that will transform your brand into a "belief-driven brand" and elevate it above the competition.The age of capitalism with a conscience is now. Here is your essential guide to staying ahead of the curve and gaining the competitive edge—while making a profound and positive impact on our world.

Genres: Professional Development, Business

212 pages, Kindle Edition

Published November 1, 2017

Reviews

[Ronald J. · Rating 2 out of 5]

I certainly agree with the premise that brands have to stand for something. I'm more skeptical about attributing this to particular generations (Millennials, Gentlemen Z, etc.). That's a weak theory. Increased wealth is a much better theory. Two of the brands discussed, Apple and Nike, went public in 1980, and they were certainly purposeful, as were many brands prior. I agree that "consumers" is a horrific word; we are human beings, after all. There's some good examples of purposeful brands, and some nuggets, but overall it's a rather simplistic book. You get the feeling the author just wanted to have a book on his resume. And the example of Tom's Shoes: The author needs to watch the movie Poverty, Inc. to learn how all this "giving back" is hindering poorer country's development. While I don't doubt the "authenticity" of certain brands, that's not the criteria. Hitler and Stalin were authentic, too. Big deal. At some point, one needs to look at actual results of these superficial "impacts." If you truly believe in free enterprise, and capitalism, then we need to be very interested in creating wealth. Businesses are the only institutions that do that, whether or not they "give back," another simplistic term. What did they steal in the first place?

[Steve Swanson · Rating 5 out of 5]

Folks, if you want to successful and relevant going forward in marketing, this book is a must read. Easy to digest, and full of powerful ideas to connect marketing way beyond selling.

[Ryan · Rating 3 out of 5]

David Baldwin charts the course for today’s marketing forces to stay ahead of ever-changing consumer needs to be relevant. “The Belief Economy” is where the businesses and brands that succeed will recognize the values of Millennials and Gen Z. These brands offer more than a product — they will serve a clear, authentic purpose and will act upon a defined, consistent belief-driven system.

Baldwin shows how some companies are already doing this and how others can adapt, either in part or in whole. In the vein of similar recent books about priority realignment, “The Belief Economy” may not present a lot of new information or unique ideas, though it provides a framework to how brands and agencies can adopt (or course-correct) new ways to provide value.

Its best moments are where Baldwin visits recent examples that demonstrate the application of his ideas — or where brands have misstepped by ignoring them. Quick read.

[Carol · Rating 5 out of 5]

Idealistic and practical ad advice

The beauty of this inspiring book is that David goes beyond the very important idealistic basis of the Belief Economy. He does a super job of demonstrating how smart people can activate great ideas to the benefit of both companies and their friends/supporters/customers.

[Jimmy F. Peak · Rating 5 out of 5]

A fantastic look on how advertising and marketing changes as Milenials and Gen Z begin to gain power in consumerism. The book is well written and many case studies are presented to back up his claims. A must read in modern day advertising.

[Heather Hindin · Rating 4 out of 5]

Easy read full of thought-provoking information and valuable real-life examples. I love that it has a local connection and included anecdotes about businesses I frequent and people I know.