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

摘要

Just to be clear - this is not a book about how to market your cause, but rather it is about how to market your brand as if it were a cause. Drawing on his years of experience of turning brands into cult-like movements, Scott Goodson, founder and CEO of StrawberryFrog, makes a strong argument for companies to examine cultural movements when developing a branding strategy. Nonprofits have been successful in creating a groundswell of support and rallying their believers behind a cause, so why can't companies do the same?