A movement is when a big idea inspires mass engagement by the culture. For years now, we have studied and developed movement strategies for brands.
NEW THINKING
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Scott Goodson, Author at Branding Strategy Insider
How do you activate a brand’s purpose? By sparking a movement. That’s how REI took its brand purpose of ‘awakening a lifelong love of the outdoors for all’ and grew it into a cause that is working to better both people’s wellbeing and the planet.
It’s 1960, and you’re flipping through LIFE magazine. You’re stopped by an advertisement that doesn’t look like any of the other ads in the magazine. There’s lots of white space, a tiny off-center image of the car itself (which, by the way, is an odd-looking little vehicle), and an understated two-word headline, “Think small.”