The best selling marketing book "Uprising: How To Build A Brand And Save The World By Sparking Cultural Movements," by Scott Goodson, Founder of StrawberryFrog has been published in Japan. The English edition was published by McGraw-Hill and is available on Amazon and iTunes.
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 Chairman 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 one of India's most powerful companies: The Mahindra Group, to Emirates Airlines, from the launch of SmartCar to Pampers to Jim Beam, 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; Timo Lumme, the CMO of the International Olympic Movement; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki—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.
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
“ Uprising is a must-read for anyone who wants to start a mass movement like Macintosh. Whether you’re one person with an idea or a global brand, Scott can show you the way to enchant, evangelize and enroll followers. ”
—Guy Kawasaki, author of Enchantment and former chief evangelist of Apple Inc.
“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