Uprising
How to Build a Brand – and Change the World – By Sparking Cultural Movements
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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.
Take-Aways
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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