Customer Reviews for

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

Average Rating 4.5
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  • Posted March 27, 2012

    more from this reviewer

    Good with flawed examples

    While much of what Goodson teaches is useful, there are some glaring flaws in his arguments. This first problem I had is that he uses the Occupy Wall Street movement as a successful case study of a grass roots movement affecting change. The difficulty with this, at least at the moment, is that while the OWS movement exhibited a lot of sound and fury, but has seemingly not accomplished much. I wonder if this was just a view I had, but I asked a number of friends, most liberal like I am, and they all had to admit that while the OWS was a great idea, it seems to have accomplished very little. Well, unless you could trashing parks as an accomplishment. Secondly, to defend his argument that these types of movements can be motivated towards brand marketing, he holds up Apple as an example. Just as I was an OWS sympathizer I am also an Apple fan boy. But, Apple is a special case and is not an easily replicable example. Just ask Microsoft. While people will line up for hours waiting for an Apple store to open, I can't remember anyone ever lining up for the release of a Microsoft product. Maybe the Xbox or Halo video game? Perhaps the only other store that has people lining up for its opening is Trader Joe's or Chick-Fil-A. But neither one of those has a stock cap of over $600 and the international brand recognition of Apple. And in Chick-Fil-A's case it is because they are bribing the first 100 people with free meals for a year. Take those meals away, and no one would line up.

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  • Posted March 26, 2012

    Uprising, is a must read for any modern marketer, especially in

    Uprising, is a must read for any modern marketer, especially in these turbulent times, when the traditional marketing mantras don't always make your product or brand stand out. The author, Scott Goodson, believes for brands to be successful, they must connect with passion and activism, and it is when customers identify with the chosen cause, they will help propel the idea into a movement. The book gives some excellent examples of companies such as Mahindra and Nike who have listened to their customers, and selected causes that their customers feel strongly about. This has resulted in movements which have infused their brands with values which go far beyond any tangible product benefits. Before launching any new campaign I would recommend you read the book.

    Sheetal Mehta

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  • Posted March 23, 2012

    Highly recommended - the Uprising book defines the Movement generation

    Uprisings are happening everywhere. This book shows you how to start your own. This book looks like it should be banned in countires that have dictator regimes since the lessons are timely. The author makes the case that brands and people can create and align with huge movements and that this is a tremendous force that can accelerate an idea's (or a brand's) rise to dominance.

    I loved it.

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