Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements Hardcover – Feb 17 2012
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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 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!
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!
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.
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