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Movement marketing, or cultural movement marketing, is a marketing model that begins with an idea on the rise in culture. The Cultural Movement agency, StrawberryFrog, invented the movement marketing model in 1999 working for Smart Car and IKEA.[1]
“Movements” as a new brand-building marketing model begins with an idea on the rise in culture rather than the product itself. [citation needed]
Definition edit
Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change.[1][2]
Cultural movement" requires a radical rethink of the old rules of marketing.
- Instead of being about “the individual” it is about the group
- Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe
- Instead of being about selling, it is about sharing
- Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product
StrawberryFrog defines the cultural movement model as having five phases:[citation needed]
- Strategy
- Declaration
- Provocation
- Go MASSive
- Sustainability
Examples edit
Apple is a pioneer in cultural movement marketing model. Companies applying this model currently include Mahindra, PepsiCo, and Procter & Gamble.[citation needed]
References edit
- ^ a b "MediaPost Publications Movement Marketing: Eat, Pray, Love 09/17/2010". 2010-09-17. Archived from the original on 2010-09-17. Retrieved 2023-11-04.
- ^ "Cultural Movements Usurp Traditional Marketing". 2008-08-20. Archived from the original on 2008-08-20. Retrieved 2023-11-04.
- https://web.archive.org/web/20100917104242/http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135834
- Scott Goodson (July 16, 2008). "Cultural Movements Usurp Traditional Marketing". Archived from the original on 2008-08-20.
- Suzana Apelbaum (September 28, 2010). "Movement Marketing in the Nude: Is it a game changer -- or just a fancy dress?". Archived from the original on 2010-10-01.