Innate Motion’s Latest Book Calls for a New Approach to Branding Based on Transparency, Abundance, and Community

Utopia Brands by Benoit Beaufils and Subodh Deshpande demonstrates the power of finding a company’s true purpose for business success and leveraging branding as a leadership tool

NEW YORK--(BUSINESS WIRE)--Global strategy consultancy Innate Motion has released a new book titled Utopia Brands calling for purpose to be instated at the center of modern marketing to build more regenerative brands, particularly as younger generations become more attuned to the downfalls of consumerism and issues like climate change continue to threaten our collective future.

“Companies whose brands have successfully reinvented themselves in our rapidly changing world have done so by emphasizing transparency, abundance, community, and utopia in the stories they tell,” said Innate Motion Founding Partner and Utopia Brands co-author Benoit Beaufils. “This book explores branding as a leadership tool that can equip CMOs and CEOs with the necessary insights to make a positive impact on the world and grow their business.”

The eight chapters within Utopia Brands cover why branding needs a makeover, the meaning and power of brand utopias, the importance of transparency, how to embrace abundance, moving beyond consumer thinking, and branding as a leadership tool. Each section seeks to answer one fundamental question: Can our brands play their part in regenerating the planet we live on while still finding success? The answer lies in the human capacity to imagine new worlds – utopias – and build them accordingly.

“Change and collaboration are key to delivering the impact and growth so many organizations strive for today. But they also need to completely redefine how they get there because our old marketing and business playbooks no longer work,” said Innate Motion Partner and Utopia Brands co-author Subodh Deshpande. “Our book represents a shift away from the shallow marketing tools invented in the 1960s towards a new approach based on the development of a brand ‘utopia.’”

Utopia Brands is available for sale on Amazon in hardcopy and eBook. Learn more at www.innatemotion.com/books.

About Innate Motion

Innate Motion is a global strategy consultancy that humanizes business with empathy and purpose as fundamental drivers to unlock more meaningful growth. As a proud B-Corp, the diverse, culturally sensitive company combines psychology, sociology, marketing, and business tools to support organizations, teams, and leaders in their quest for greater relevance and impact. For more information visit https://innatemotion.com/.