Uprising

How to Build a Brand – and Change the World – By Sparking Cultural Movements

McGraw-Hill, 2012

15 min read

10 take-aways

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What's inside?

Market your brand by joining your customers as they speak out for their beliefs.

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Editorial Rating

Qualities

Innovative
Well Structured
Visionary

Recommendation

As traditional advertising becomes less effective and people share their concerns via social media, marketing expert Scott Goodson recommends a new approach: “movement marketing.” He suggests aligning your brand with a cause, becoming part of the conversation, and facilitating connections and action. Goodson attempts but fails to resolve the inherent paradox at the core of his otherwise fruitful marketing approach, that is, the contradiction that lies at the root of altruistic marketing: Is participation in a cause authentic if the motive – promoting your brand – is self-serving? Perhaps the question is best left to a sequel. For now, getAbstract recognizes that Goodson has identified an intriguing direction for marketing and recommends this book to anyone in marketing or a related field.

Summary

Movements on the Rise

Today, forming communities centered on shared ideals is easier than ever, thanks to technology. Like-minded people find each other online and rally around a variety of issues, big and small. Movements such as civil rights or women’s suffrage were revolutionary and world-changing in their time. Passion also drives movements built around shared interests, like jewelry making, or a community cause, such as saving a park. Whether local or global, movements grow when people spark public dialogue, promote collective action and bring about change.

All movements coalesce to support an “idea on the rise” or to react to “provocation,” which fuels their momentum. Social media help movements experience rapid virtual growth, but movements “need to have a physical-world presence.” Once a movement is underway, “it can be very hard to predict or control where it will go, how it will evolve or change, when it will end, or what it will ultimately achieve.”

“Movement Marketing”

Marketers must “ditch the sales pitch” and join existing conversations. A movement can provide the best vehicle to reach and connect with consumers. Traditional advertising...

About the Author

Scott Goodson is founder of the global marketing agency StrawberryFrog, which works with major brands. He has lectured at Cambridge and Columbia universities.

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F. G. 7 years ago

Me gusta, tenemos varios clientes con quienes me gustaría probar estas estrategias, me gusta StrawberryFrog

Scott Goodson