Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements - Hardcover

GOODSON

Hardcover

ISBN 10: 0071782826 ISBN 13: 9780071782821

Verlag: McGraw Hill, 2012

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Scott Goodson is the founder of the pacesetting global marketing/advertising agency, StrawberryFrog. He has built some of the world's most iconic brands, lectured at Cambridge University, Columbia Business School, and addressed marketing and communications conferences around the world. Follow him @ScottFrog.

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UPRISING

HOW TO BUILD A BRANDAND CHANGE THE WORLDBY SPARKING CULTURAL MOVEMENTS

By Scott Goodson

The McGraw-Hill Companies, Inc.

Copyright © 2012 Scott Goodson
All rights reserved.

ISBN: 978-0-07-178282-1

Contents

Preface
Acknowledgments
CHAPTER 1 What Is a Movement?
CHAPTER 2 From "Thinking Small" to Getting "Real"
CHAPTER 3 Why Do People Start and Join Movements?
CHAPTER 4 Why Movements Are Suddenly Becoming ... a Movement
CHAPTER 5 Ideas on the Rise
CHAPTER 6 Lighting the Spark
CHAPTER 7 Sustaining a Movement—and Taking It Global
CHAPTER 8 Why the Future Belongs to Movements
Notes
Index

Excerpt

CHAPTER 1

What Is a Movement?

AND WHY SHOULD IT MATTER TO YOUR COMPANY?

It began with a couple of celebrity deaths: first the soul singer BarryWhite, then the comic actor John Ritter. Both died of heart attacks, and in eachcase, the death led to the predictable media cycle of nostalgic film clips andfond farewells. That should have been the end of it, but it wasn't.

In the weeks that followed, friends and relatives of White and Ritter began tomake high-profile public appearances, talking about something called CVD. Theletters stood for cardiovascular disease, but in much of the ensuing publicdiscussion, which circulated through the broadcast media, on the Internet, andgradually on the street, only the acronym was used, stirring intrigue amongthose who began to tune in to this rising chatter. What was this CVD? And whydid people seem to be so agitated about it?

Those who joined the growing grassroots conversation—and hundreds ofthousands did, in the spring and summer of 2004—learned that CVD waskilling people faster than guns, cancer, and AIDS combined, and that this enemywas wreaking particular havoc on the baby-boom generation. Therefore, it was upto the boomers to confront this scourge—by coming together and fightingthe good fight, just as they did back in the 1960s. Seemingly overnight, amovement with its own manifesto sprang into existence. There were T-shirts,impromptu rallies, and organized concerts. There was a website with a millionhits. And while the movement had no apparent leader, it did have a name: theBoomer Coalition.

The Boomer Coalition became front-page news for a time, attracted celebrities,and spread like wildfire before, inevitably, it gradually started to losemomentum. But along the way, it managed to achieve what any cultural movementworth the name strives to do: it brought about change. In this case, change tookthe form of dramatically heightened public awareness of the risks ofcardiovascular diseases and the steps that can be taken to minimize that risk.The Boomer Coalition shifted the cultural dialogue in a way that persisted longafter the rallies were over and the T-shirts were gone.

When popular movements or uprisings such as the Boomer Coalition occur—andthey are occurring more and more frequently in today's tech-empowered, social-networkedsociety—the root sources of the movement can be the subject ofconsiderable scholarly debate. What were the societal conditions and pressuresthat set the stage for this groundswell? Who or what lit the first spark? Andwhen did it all reach the Gladwellian tipping point? The answers are usuallycomplicated, unclear, and subject to interpretation. However, this isn't true inthe case of The Boomer Coalition. If you want to know what lit that spark, theanswer is simple: I did.

This was in the early days of my marketing agency named StrawberryFrog, and atthe time one of my clients was a maverick marketer named Kipp Kreutzberg at thelarge pharmaceutical company Pfizer. Pfizer had a number of drugs on the marketrelated to cardiovascular health, and the company needed to do somethinginnovative to wake up baby boomers to the risk of heart attacks. It could havetaken the usual course: run commercials about heart disease that most peoplewould tune out. Instead, I suggested that it carefully build, from the groundup, a movement based around the theme of boomers fighting heart disease.

The plan was to approach a few high-profile people who'd been affected by theissue (starting with the relatives of White and Ritter) to help get the publicconversation started, then create platforms where people could come together tofocus on this cause, including a website, rock concerts, viral films, and streetevents—anything and everything that could foster the groundswell. Myagency had done this type of initiative for a number of other clients with verysuccessful results, but Pfizer, a pretty conservative company by nature, wasnervous about some of it. The plan required that the company keep its own nameout of the spotlight, at least in the early stages. It also required that itditch the rules of advertising and give up control of the message to the public.And after sparking the movement, Pfizer would have to just stand back and seewhat might happen.

What happened was a highly successful awareness campaign that engaged millionsof boomers, doctors, and pharma employees. It surprised Pfizer, but notStrawberryFrog; we'd seen this strategy work for companies ranging fromshoemakers to car manufacturers, from retailers and banks to cable televisionnetworks. This is why, over the past decade, we've become convinced that"movement marketing" is the new way forward for anyone who is trying to sellproducts, earn customer loyalty, influence public opinion, solve socialproblems, and, quite possibly, change the world.

WHAT DO MOVEMENTS HAVE TO DO WITH BUSINESS?

Throughout history, popular movements have given us many of our cherishedfreedoms, our finest heroes, and our basic human rights—so what do theyhave to do with the crass and superficial business of selling stuff? And whatmakes anyone think that he or she can plan and calculate something asspontaneous and authentic as a movement? And lastly, what makes movements soimportant at this particular moment in time?

To begin with the last question, while it's true that people have been startingmovements for a very long time, a profound change is underway right now. It iseasier than ever before for people to band together around a shared idea, goal,or passion—and they are doing so every day. As we'll see in this book,people are coming together to rebuild communities, rescue animals, reinvent thepolitical process, get rid of front lawns, introduce new ways of teaching kids,create new housing for seniors, go barefoot, go naked, dress up as eighteenth-century figures—these days, if you can think of a cause or a passion oreven just a pastime, chances are you'll find a group of people who care enoughabout it to have formed a movement (see Figure 1-1).

The current movement mania is being fueled by several factors, the most obviousone being technology. The Internet, and in particular the rise of social media,has made it easy to find and connect with like-minded souls. And that sametechnology makes it possible for a group, once formed, to organize, plan, andtake action.

But there are other social factors at work, too: while people today are moreconnected in one sense, they're also more disconnected—from theirneighbors and from some of the traditional community gatherings of...

Details zur Ausgabe

• Verlag: McGraw Hill
• Erscheinungsdatum: 2012
• Sprache: Englisch
• ISBN 10: 0071782826
• ISBN 13: 9780071782821
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 271
• Kontakt zum Hersteller: McGraw-Hill Education; https://www.mheducation.co.in/; ; Via Verdi, 8; Assago Milano; 20090; Italien