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.

Definition

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:

  1. Strategy
  2. Declaration
  3. Provocation
  4. Go MASSive
  5. Sustainability

Examples

Apple is a pioneer in cultural movement marketing model. Companies applying this model currently include Mahindra, PepsiCo, and Procter & Gamble.

References

  1. 1 2 "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.
  2. ↑ "Cultural Movements Usurp Traditional Marketing". 2008-08-20. Archived from the original on 2008-08-20. Retrieved 2023-11-04.
  1. https://web.archive.org/web/20100917104242/http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135834
  2. Scott Goodson (July 16, 2008). "Cultural Movements Usurp Traditional Marketing". Archived from the original on 2008-08-20.
  3. 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.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.