Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements
Scott Goodson
Language: English
Pages: 256
ISBN: 0071782826
Format: PDF / Kindle (mobi) / ePub
The secret to movement marketing?
Your customers want to make a difference
“Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.”
―Daniel H. Pink, author of Drive and A Whole New Mind
“Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.”
―Sally Hogshead, author of Fascinate and creator of HowToFascinate.com
“Essential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.”
―Adam Morgan, author of Eating the Big Fish and The Pirate Inside
“A well-researched and insightful book that will hopefully spark a movement against traditional, stodgy marketing. A must-read for the new generation of marketers who will be defining tomorrow’s marketing landscape.”
―Boutros Boutros, Senior Vice President, Emirates Airline
About the Book:
Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere.
We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing.
Using client case studies and contributions from a global team of movement marketing forerunners―among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer―Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them, including:
- Stop talking about yourself―let the movement control your message
- Home in on the core objectives of your concept or brand―and align these values with what people are for (or against)
- “Light the spark”―create a culture within your organization that can embrace and drive a movement
- Leverage your assets―content, events, expertise, connecting platforms―to give people tools to spread your gospel
- Adjust concepts to travel across borders and link people across cultural boundaries
The examples and guidance in this book will prepare you to find, connect to, and even lead the next big movement. What happens next is up to you. Get up. Go out. And create a brand Uprising of your own.
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there in the world of those people you’re trying to connect with, you have to pay attention to what they’re talking about, what’s affecting their lives, and what’s fueling their dreams and passions. • FIGURING OUT WHERE YOUR BRAND OR COMPANY FITS INTO THE CONVERSATION. What is the intersection between your brand and a cause or issue that people care about? (Hint: Before you take a stand, you’ll want to clarify what it is your company actually stands for.) • IN-GROUPS, OUT-GROUPS, AND
writer Charles Bukowski’s uplifting poem “The Laughing Heart” to frame a series of shots of hopeful youth in Berlin in an effort to inspire positive engagement with the future. Levi’s also sponsored a series of murals in Berlin by Portuguese street artist Vhils. Go Forth is highlighted on the Levi’s corporate website and Facebook page (more than 7 million followers), with a strong call to get involved. QUOTE “Go Forth is about embodying the energy and events of our time, it is not about any
if your goal is to attract, connect with, and ultimately collaborate with these people in the future. It should be said at the outset that the people who participate in movements are incredibly diverse—they come from all age groups, ethnicities, incomes, and education levels, you name it. But that’s not to say they don’t have distinctive qualities and characteristics. At StrawberryFrog, we’ve made a study of such people, using both formal and highly informal research techniques. We’ve talked to
support, tools, and platforms. So you end up with a formula that looks something like this: Restlessness + alternative idea (expressed through semiotics) + true believers + facilitation = a cultural movement A brand or organization that’s looking to spark a movement really can’t control the first and third factors. That restless dissatisfaction is already out there; as for the true believers, either they will rally around an idea or they won’t. But there is plenty of opportunity to shape or
that out. And Clow felt that Pedigree was well positioned to lead a movement championing dogs’ rights and rallying the support of dog lovers everywhere. But first the company had to make a strong declaration of its position on dogs, and it had to change its own culture to be much more dog-centric. It started with the creation of a manifesto that became the basis of a company handbook titled “Dogma,” which laid out a new Pedigree philosophy, summed up in the line “we’re for dogs.” “Dogma” was
