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

Scott Goodson
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

Jan. 27 2012

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.

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Product Details

Product Description

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.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars Uprising The New Science of Advertising April 2 2012
Scott Goodson has toppled dinosaur ad agencies with his nimble yet powerful Stawberry Frog. Now! Move over Claude Hopkins and David Ogilvy movement marketing is the new blueprint on Madison avenue and around the world for building brands and sparking cultural movements. Uprising is a must read for anyone who wants to start a lemonade stand all the way to running a presidential campaign.
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Amazon.com: 4.5 out of 5 stars  30 reviews
10 of 11 people found the following review helpful
5.0 out of 5 stars A marketing handbook for the new generation Feb. 24 2012
By C.L. Mershon - Published on Amazon.com
The dominant marketing philosophies have remained unchanged for many decades. If an organization has a product they must first determine what feature sets the product apart from its competitors. Next they build a thirty second commercial whose sole purpose is to highlight that one feature of the product which sets it apart. The last step is to purchase the best slot on primetime television they can afford and hope the product sells. However with the information age now well beyond its adolescence and with the plethora of social media outlets out there, the marketing game has changed. What has been difficult for me is truly nailing down that change. I know that the "message" distribution methods are different than before and I know that customer feedback can happen at the speed of light, but how does this affect my marketing strategy?

Uprising by Scott Goodson answers these questions and goes one step further by providing multiple case studies and methods for changing our marketing culture.

This book is made up of 8 chapters that I would personally divide into two parts. Part 1 would be the first two and the final chapters. In these chapters the author pitches the big idea which is; the best marketing method for todays social and media landscape is to spark a "cultural movement". He then goes on to list the key differences between sparking a movement and the old forms of advertising.

* Instead of marketing and advertising being focused on "the individual", as they have been for decades, we're entering new territory in which marketers must learn to understand and relate to people in interconnected groups.

* Instead of attempting to persuade people to believe an ad message, marketers must try to tap into what it is that people already believe and care about.

* Instead of being focused on selling, the way to connect with movements is to be dedicated to sharing.

* Instead of controlling the message, marketers must learn to relinquish control and let the movement do what it will with the message.

* Perhaps most radical of all, companies and brands must learn to stop talking about themselves and to join in a conversation that is about anything and everything but their product. Pg. 23

What I would refer to as Part 2 of the book is the middle five chapters in which the author delves into an explanation of his method and practical application for any person or business currently dealing with the subject. It is also in this section that the reader will get more case studies and examples than they will most likely know what to do with. A huge plus in my opinion!!

I spend a lot of my time in the marketing world and have found this book to be an utterly new look at the why and how of marketing. I honestly believe that the methods and theories outlined in this book will be the course work our universities use to train up the next generation of marketers. Well done Scott Goodson.

Do yourself a favor and pick this on up today.

*Leave a comment below and let me know what you think!
3 of 3 people found the following review helpful
5.0 out of 5 stars A really great read - inspirational, practical and highly recommended. April 26 2012
By TeePee - Published on Amazon.com
I finished this book in a day as I couldn't put it down. Being someone that is working on my own start-up in Asia, I found this to be an informative book with precise tips on how to move my business forward in a very positive way. The case studies scattered throughout the book are great examples of how these "cultural movements" have been successful (and unsuccessful) and are to-the-point. Recommended not only to people in advertising/marketing but particularly to those who wish to do their own start-up or transform/update their existing business.
2 of 2 people found the following review helpful
4.0 out of 5 stars Turning publicity on its head April 23 2012
By Tara Alemany, Aleweb Social Marketing - Published on Amazon.com
I'm in the midst of getting ready to launch my own book in a few more months, so I've been doing a lot of research on how to get publicity, attract the media's attention, etc. Ideally every author hopes that their book, their baby, will reach a best seller list somewhere. It doesn't really even matter if it's the NYT or the Estonia Gazette!

So, when I was offered the opportunity to review Uprising, my first thought was, I don't have time for this! But the subtitle caught my attention. The book I co-authored is definitely intended to change the world. So, maybe, just maybe, there's some useful information in this book.

I can tell you that I'm exceedingly grateful that I decided to make the time to reach this book. It flips the old publicity paradigm on its head. Instead of making your brand relevant to an existing, trending topic, the focus here is on understanding the needs of the people who will benefit from what your brand does (or in our case, what our book is about), and sparking a movement that meets those needs.

It's a new marketing model that is in harmony with what consumers have been saying for years now. No more bullhorns! You want to sell to me, get to know me! Be part of my tribe! Care about the same things I care about, and I'll buy from you. But you have to come along side me first.

It can be a hard shift to make, but it's an essential one that businesses had better take note of. And Scott's book will help you to fine-tune the process that will help you make that transition. Oh! And if you'd like to read the review I ultimately wrote, you can check it out at [...]

Best wishes for changing your little part of the world!
3 of 4 people found the following review helpful
5.0 out of 5 stars Changing hearts and minds April 30 2012
By mikebayfield - Published on Amazon.com
George Orwell famously referred to advertising as "the rattling of a stick in a swill bucket." Many other subsequent commentators have not even been as kind. Advertising and marketing are often seen as cynical ploys, to sell people stuff they don't need, that won't make them happy and will harm the environment in the process. Not entirely without justification.
What this book does brilliantly, is first help to change perceptions of the advertising industry, by positioning it as a force for good; wIth real evidence to prove it, using some fascinating case studies. Then, with the passion of an evangelist, Scott Goodson demonstrates how others not only can follow his lead, but must.
Modern brands have so much power, which if channelled into positive causes, will benefit society and the brands themselves. But this is not simply the latest marketing fad, it is becoming a marketing necessity.
With the exponential growth of online communications and social media, brands have become totally transparent. Everything they do is scrutinised and analysed. Consumers now expect brands to make positive contributions to society. If they don't the consumers will vote with their feet, and wallets.
This book very skillfully shows how brands, and organisations can help people share ideas and start movements, to the advantage of everybody. A revolutionary and inspiring read that is helping to change the face of advertising, and society, for the better.
2 of 3 people found the following review helpful
5.0 out of 5 stars What does your "brand" actually want people to DO? April 14 2012
By Jason W. Womack - Published on Amazon.com
Reminder: Sayings are called "sayings," cause they are usually true. So, you've heard this one...right? "When the student is ready, the teacher appears."

The same week that I committed to creating, producing and publishing a "TV Show" (as a Facebook community) for interviews called: "The Better Series," I received an email from Scott Goodson. (FULL DISCLOSURE: We exchanged books...I love doing this with other authors.)

I "just" finished reading it today, and I absolutely HAVE to share some of the things I learned from this great book. I'm scoring it a 5 as much for how well it's put together AND for the fact that I know that reading this book has changed my thinking. If you're facing an opportunity in the foreseeable future where you see change coming your way, Get This Book! I have 6 pages of notes in my journal, as well as a few pages marked up in the book. (FYI: the pages that JUMPED out to me were: 15, 18, 22, 33, 48, 56, 75, 77, 86, 90, 115, 125, 159, 190, 224.)

Can I share an example of how my thinking has changed? Ok, start here: Think about what the company you work with "does" for the community. (And, if you work for yourself, think about what YOU do for the community.) I define "the community" as the people I connect with in the day-to-day of my busy-ness. Ok, now that you have that, flip it around and ask: "What is the community worried about?"

This "flip" of focus has given me a solid idea on what I can do to change one of the marketing programs we're just about to launch on three continents!

Before you go, here are THREE reasons I recommend this book:

1. The case studies are FASCINATING. What Scott has done to share with us the actual, tactical, ground-level-and-up thinking and acting that went behind the movement-making that he was a part of is genius. Just reading the case studies has made me look at newspapers, movie advertisements, keynote speeches...almost everything a little bit differently. It's great to see what other people have done.

2. Talk about checklists... As I was reading, I started a list of what I can do to increase MY OWN company's engagement (our staff, our vendors, our clients...) in our purpose. As you read Uprising, keep a pen and notebook nearby, then...put into action what you do write down.

3. The "game changer" of the book came to me at page 125 (of the hardback version). There is a diagram (ok, he calls it a figure) titled, "Find the Truth in Your Brand." Then, Scott shares some fundamental questions that I'm making it a mission to answer. Here are two of them:

+ In what ways does your company actually affect people's lives?
+ What does the company believe in?

Finally, let me leave you with the part that got me wanting to read this in the first place; it was the last line of the Acknowledgments: "Here's to all the passionate souls out there who are sparking movements big and small and making a difference in the world."

That's YOU!
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