Bobby Jones is one of the nation’s most respected experts on marketing to Millennial & Centennial consumers.
As co-author of Good is the New Cool: Market Like you Give a Damn he lays out the framework for the future of marketing in the age of Conscious Capitalism.
With over a decade of senior leadership experience in multicultural and millennial marketing, he has developed and executed award-winning campaigns and strategies for the likes of Ford, MTV, Adidas and the Robert Wood Johnson Foundation. An entrepreneur, strategist and marketer, he has helped amplify the voices of a generation of young people.
As Chief Marketing and Communications Officer of Peace First, Bobby is responsible for leading all marketing and communications efforts to help achieve Peace First's vision to create a new social norm where millions of young people are prepared, empowered and committed to collaboratively solving the world's biggest challenges with courage and compassion.
Bobby is a renowned ambassador for the emerging humanitarian brand of capitalism embraced by the likes of The Honest Company, Toms, and Warby Parker. Speaking appearances include frank 2017, the Advertising Club of NY, and the Chief Digital Officer Global Forum 2016.
"Bobby Jones is a thoughtful, refreshingly honest and insightful presenter who understands this uniquely important moment in social change in our country. He is one of our most highly rated speakers."
– Ann Christiano, Co-Founder Frank Gathering
Bobby is the co-author of 'Good is the New Cool: Market Like You Give a Damn' (Regan Arts, 2016), a provocative manifesto for a bold new model of marketing, which helps brands become a force for good.
Constantly drawing on his diversity of life experiences, Bobby is a natural presenter and storyteller, easily able to tailor all material to diverse audiences’ needs, captivating them from beginning to end.
Bobby’s work has taken him around the world. Prior to Peace First, he traveled as a researcher and speaker, from favelas in Rio to hotels in Shanghai, unearthing insights in youth culture and inspiring International marketing, design and communications teams with his findings.
"We were so thrilled and honored that Bobby and Afdhel kicked-off our A&M Series. They did a phenomenal job inspiring and educating our audience and have joined the many legends like David Ogilvy and Donny Deutsch that have presented at our club before."
– Cathryn Gonyo, The Advertising Club of NY
This book reveals how brands can unleash the potential of a revolutionary new model: 'How to Make Money and Do Good, by Harnessing the Power of Cool' with 7 key principles:
1. Know Your Purpose (A.K.A. know what you give a damn about): Purpose is the new fifth ‘P’ in Marketing.
2. Find Your Allies: Brands, culture creators and non-profits should collaborate in ways that ‘make money, and do good, by harnessing the power of cool’.
3. Think ‘Citizens’ not ‘Consumers’: Brands should think about people in a way that is ‘Transformational’ not ‘Transactional’.
4. Lead with the Cool but Bake in the Good: Socially impactful brands need to use the power of cool (great design, great story) to inspire people.
5. Don’t Advertise, Solve Problems: Brands should create physical and digital experiences that live at the ‘intersection of useful and delightful’.
6. People are the New Media: If you create something amazing, you generate the holy grail of all marketers – word-of-mouth recommendation.
7. Back Up the Promise with the Proof: Make sure you back up your words with actions.