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

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

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The secret to movement marketing? Your customers want to make a difference a€œScott 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.a€ a€”Daniel H. Pink, author of Drive and A Whole New Mind a€œWant to change your customersa€™ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.a€ a€”Sally Hogshead, author of Fascinate and creator of HowToFascinate.com a€œEssential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.a€ a€”Adam Morgan, author of Eating the Big Fish and The Pirate Inside a€œA 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 tomorrowa€™s marketing landscape.a€ a€”Boutros Boutros, Senior Vice President, Emirates Airline About the Book: Movement marketing is changing the world. Ita€™s the new way forward for anyone trying to win customersa€™ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the worlda€™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 Indiaa€™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 forerunnersa€”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 cancera€”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 yourselfa€”let the movement control your message Home in on the core objectives of your concept or branda€”and align these values with what people are for (or against) a€œLight the sparka€a€”create a culture within your organization that can embrace and drive a movement Leverage your assetsa€”content, events, expertise, connecting platformsa€”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.... when we were working with Scion, Toyotaa#39;s brand for the youth generation, we found that the Sciona#39;s customer base was ... cars in interesting new ways, wea#39;d be providing the kind of useful service that could strengthen their ties to the brand.

Title:Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements
Author: Scott Goodson
Publisher:McGraw Hill Professional - 2012-01-27

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