Book Tip No. 13 (2015): Uprising – How to build a brand – and change the world – by sparking cultural movements
New York 2012.
For some time now, we have been confronted with various social movements (“Movements”): the environmental and peace movement of the 80s, the Occupy Wallstreet and the Tea Party movement, but also the “Stuttgart 21” movement.
They are expressions of changing social values, and they can unfold a positive force: “Movements – at least, the kind of movements that gather around positive, creative, dynamic ideas – can help build a better, fairer, more sustainable, and more interesting world”, says Scott Godson.
Scott Godson explores the question of what these movements have to do with the business world, and he sees very exciting connections. In his book, he describes how well-known companies have managed to support social movements and integrate them into their corporate and marketing strategy. Brands become more interesting, attractive and authentic by making a positive social contribution that is supported by many people connected to each other in the social web. Think of the Pepsi Refresh Project, which in 2010 distributed more than $20 million to more than 1,000 projects, or TOMS Shoes, a company that has distributed more than 1 million shoes to needy people in the poor countries of this world.
In some corporate projects, the reference to the own product is closer, in others this is rather not the case. Godson describes how movements work, how they can be supported and what mistakes one should better avoid. A book with many practical examples that shows in which direction marketing could develop in the coming years.