10 Insights to How to Build a Brand that Sparks Cultural Movements | Scott Goodson

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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.

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  • 1. Powered by insights from Scott Goodson
  • 2. This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.
  • 3. Scott Goodson Scott 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
  • 4. 1 A movements is ignited by an idea - one that’s provocative, highly relevant and breaks through the wall of indifference.
  • 5. 2 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.
  • 6. 3 When the purpose of your brand is to ignite, connect and celebrate the passion of your audience, you’ll create an uprising.
  • 7. 4 Before you define the change you want to make, it’s wise to answer these two questions:
  • 8. 4 Before you define the change you want to make, it’s wise to answer these two questions: What do we stand for?
  • 9. 4 Before you define the change you want to make, it’s wise to answer these two questions: What do we stand against?
  • 10. 4 Before you define the change you want to make, it’s wise to answer these two questions: What do we stand against?
  • 11. 5 The moment you commit to movement marketing, be prepared to lose control of your message.
  • 12. 6 Great brandsrespect that you don’t want to be sold, so, they create an elegant architecture that invites you to buy instead.
  • 13. 7 Ideas are much more important than things. To keep them moving:
  • 14. 7 Ideas are much more important than things. To keep them moving: Declare them
  • 15. 7 Ideas are much more important than things. To keep them moving: Unite people around them
  • 16. 7 Ideas are much more important than things. To keep them moving: Scale and sustain them
  • 17. 8 To capture the essence of your brand, answer this question: In what ways does your company actually affect people’s lives?
  • 18. 9 When you think of your brand as a friend to your customers, you’ll always treat them accordingly.
  • 19. 10 “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
  • 20. Above everything else, what’s the one thing that your brand stands for? REALLY REFLECT...
  • 21. Connect WITH US! Tell us what you think Chase@33voices.com