Summary of Uprising

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

McGraw-Hill, more...

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


7 Overall

7 Applicability

8 Innovation

7 Style


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.

In this summary, you will learn

  • What “movement marketing” is
  • Why businesses should become involved
  • Which movement-marketing strategies work


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...
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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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