10 Insights to How to Build a Brand that Sparks Cultural Movements | Scott Goodson
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Transcript of 10 Insights to How to Build a Brand that Sparks Cultural Movements | Scott Goodson
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insights from Scott Goodson
This presentation consists of highlights from the interview with Moe Abdou,
founder & host of 33voices®.
Scott GoodsonScott Goodson is the founder of the pacesetting global market-ing/advertising agency, Straw-
berryFrog. He has built some of the world’s most iconic brands, lectured at Cambridge Univer-sity, Columbia Business School, and addressed marketing and communications conferences
around the world.
@scottfrog
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A movements is ignited by an idea -one that’s provocative, highly relevant and breaks through the wall of indifference.
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None of us are likely to have a relationship with a product,yet all of us crave a sense of belonging to something more meaningful.
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When the purpose of your brand is to ignite, connect and celebrate the passion of your audience,
you’ll create an uprising.
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Before you define the change you want to make,
it’s wise to answer these two questions:
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Before you define the change you want to make,
it’s wise to answer these two questions:What do we stand for?
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Before you define the change you want to make,
it’s wise to answer these two questions:What do we stand against?
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Before you define the change you want to make,
it’s wise to answer these two questions:What do we stand against?
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The moment you commit to movement marketing,
be prepared to lose control of your message.
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Great brands respect that you don’t want to be sold,
so, they create an elegant architecture that invites you to buy instead.
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Ideas are much more important than things.
To keep them moving:
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Ideas are much more important than things.
To keep them moving:Declare them
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Ideas are much more important than things.
To keep them moving:Unite people around them
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Ideas are much more important than things.
To keep them moving:Scale and sustain them
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To capture the essence of your brand,
answer this question:In what ways does your company actually affect people’s lives?
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When you think of your brand as a friend to your customers,
you’ll always treat them accordingly.
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“Movements can make a mess of things, or they can build things up and make them better.
But they’re not going away, so we’d better figure out which side we’re on.”
- Scott Goodson
Above everything else, what’s the one thing that your brand stands for?
REALLY REFLECT...
