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

by Scott Goodson
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Overview

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

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.

Product Details

ISBN-13: 9780071782821
Publisher: McGraw-Hill Education
Publication date: 01/27/2012
Pages: 256
Sales rank: 331,326
Product dimensions: 5.80(w) x 9.10(h) x 1.20(d)

About the Author

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 Brand--and Change the World--By Sparking Cultural Movements 4.7 out of 5 based on 0 ratings. 3 reviews.
Michael_Carnell More than 1 year ago
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.
SheetalMehta More than 1 year ago
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
EvanP More than 1 year ago
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.