In his new book Bleed a Creed, top branding expert Matt Carcieri gives the why-to and how-to to everyone looking to overcome the “purpose challenge”: the challenge to finding a true devotion and embedding it within your organization, brand, and operations. This navigational guidebook features a foreword by Former Global Marketing Officer of Proctor & Gamble, Jim Stengel, and seven instructive chapters to guide you on a course to successful activation. Matt is currently a partner with Jim Stengel at The Jim Stengel Group, and also a proud partner of The Millennium Alliance.
Purpose offers tremendous promise for business.
According to recent studies, 80 percent of companies that over-perform on revenue growth link everything they do to purpose, and brands with a purpose have outperformed the stock market by 120 percent. Other studies show that Millennials are five times more likely to stay with a company when they have a strong connection to its purpose; and consumers are more likely to advocate for a brand after hearing about its stand than its product features.
But for the majority of companies and brands, the promise of purpose is not their reality. That’s because their purpose is a platitude; it doesn’t represent a heartfelt devotion that’s authentic to the DNA of the enterprise. And more often than not, leaders haven’t taken the actions that are required for it to penetrate the mechanics of the business.
In this navigational guidebook, Matt Carcieri helps you overcome the “purpose challenge”: the challenge of finding a true devotion and committing your organization to a more purposeful path to growth. Seven instructive chapters explain why great purpose starts with a definitive creed – a unique point of view – and then guide you on a course to successful activation.
PRAISE FOR BLEED A CREED
“Bleed a Creed is the essential playbook for building a purposeful brand and organization. You will be inspired to build your own business with a unique point of view and armed with lessons to make it happen.”
- Eric Ryan, co-founder, method and OLLY
“A veteran practitioner of purpose, Matt has created a practical roadmap to seizing the opportunities that purpose unleashes. This book is a powerful resource for anyone who’s on the purpose journey – whether starting out or climbing its peaks.”
- Roy Spence, co-founder & chairman, GSD&M / co-founder & CEO, The Purpose Institute
“Matt Carcieri knows the key insight to successful branding practice: consumers don’t just buy brands, they live lives; and into those lives, successful brands with purpose come. Read this rich workbook and benefit from Matt’s wisdom, experience and frameworks to help your brand lead a purpose-driven life.”
- Susan Fournier, Allen Questrom Professor and Dean, Boston University Questrom School of Business
“When the alarm rings at 5:30 and your first thought is market share or market cap, just go back to sleep. You’re missing the point. And the rewarding path. And the rich possibilities… as Matt Carcieri reveals.”
- Bob Garfield, co-host of On the Media and coauthor of Can’t Buy Me Like
“Matt has catalyzed a movement across our company that is step-changing engagement and innovation. In this book, he shares the tools of his trade, providing a concrete roadmap to unleashing the full power of purpose.”
- Jeff Boutelle, CEO, Pharmavite
“Matt completely redefined my company based on these principles, and it allowed us to shoot from last place in our category to second. Bleed a Creed shows you the path to get there.”
- Greg Stuart, Global CEO, Mobile Marketing Association
“Matt has helped us immensely on our Purpose journey to drive competitive advantage by inspiring our people. I highly recommend him and this book as your guide to help you carve your own path.”
- Jason Anderson, Senior Vice President Marketing, Cadillac Fairview
ABOUT THE AUTHOR
Matt Carcieri is one of the world’s foremost “purposologists,” having worked on purpose with more than a hundred companies and brands.
He began his career as a marketing executive at Procter & Gamble, where, for fifteen years, he pioneered purpose-driven brand building inside the world’s largest advertiser. As an in-house expert on the topic, he spearheaded purpose work on most of P&G’s billion-dollar brands.
Today, he is an independent consultant and an affiliate of The Jim Stengel Group, a think tank and consulting practice founded by the former CMO of P&G. In those roles, Matt has helped to define and activate purpose for companies across a variety of industries – from financial services and insurance to health care and hospitality.
Matt holds an M.B.A. from Georgetown University and has co-authored works in three marketing compilations, including Kellogg on Branding (Wiley, 2019). He is a sought-after speaker on both the business and college circuits.
He lives in Cincinnati, Ohio with his wife and three sons.