Comments on: Brands and Movements

By: Stephen Denny

Stephen Denny — Thu, 24 Apr 2008 15:18:15 +0000

Chad: I’m OK with it. Thanks, good comments.
Linux and open source seem to pass the first round of ’sniff tests’, which I must admit I really didn’t see coming. My preconceptions were that this would be a pure-play ’social/cause’ thing.
This social media thing might just catch on…

By: Chad S.

Chad S. — Mon, 21 Apr 2008 17:36:44 +0000

In reference to the conversation between Spike and Stephen above:
I think it is possible for a brand to sow the seeds of a movement consciously, however, they first must understand what constitutes a movement or what has cause movements to become such. That would require some in-depth study and analysis, but would ultimately be worth it if the ends were achieved.
I also think that the categorization of Brand or Movement may be too narrow. It is almost certain that a “mega-brand”, Apple, for instance, will never achieve movement status for the majority of people. However, if you talk to their users you will find that they are engaged bordering on fanatical about Apple and it’s products. I’m pretty sure my nephews iPod has become the equivalent of a pacifier to a baby. Take it away and he will start screaming.
Perhaps the discussion should include Brands, Brand Movements and Cause Movements.
Great post. I’m going to link to it from my blog if you are ok with that.

By: Muchiri Nyaggah

Muchiri Nyaggah — Mon, 21 Apr 2008 17:17:26 +0000

I’m thinking Linux. There’s a mark that everyone rallies around (the penguin), its replicable…somewhat (different types are out there), there’s Linux Trovalds who gets something out of it all eventually and there’s the likes of me who try to convert people away from commercial software to Linux, not Unix which is a very good system. I’m speaking Geeklish now aren’t I?
The Linux community is made up of people with strong feelings towards open source software and especially Linux. As a result, a huge percentage of open source software is primarily for the Linux operating system.
Was Linus consciously starting a movement? I don’t know but Mr. Trovald’s Linux had an effect on people, a result, that became a movement. Therein probably lies a clue. I think.
Muchiri

By: Stephen Denny

Stephen Denny — Fri, 18 Apr 2008 17:12:33 +0000

Patricia: open source is a viable option here – that’s a good suggestion.
Mr. Achievement: Any further comment on your comment would be wholly redundant.
Beth G: thanks for adding to the conversation.

By: Beth G

Beth G — Fri, 18 Apr 2008 15:12:50 +0000

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Try It, you will be pleasently surprised!!
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By: MrAchievement.com (Stanley Bronstein)

MrAchievement.com (Stanley Bronstein) — Fri, 18 Apr 2008 02:13:54 +0000

Any time you are trying to help someone, it can become a movement . . .
All it takes is a critical mass.
Stanley F. Bronstein
MrAchievement
Attorney, CPA, Author & Speaker
Official Guide to Achievement on SelfGrowth.com

By: patricia

patricia — Thu, 17 Apr 2008 22:20:51 +0000

how about the Open Source movement?

By: Stephen Denny

Stephen Denny — Thu, 17 Apr 2008 22:12:01 +0000

I’m with Spike on this (I often am, so you know) — the quote “a group of people with a common ideology who try together to achieve certain general goals” helps crystalize this idea.
My point here is that most brands — the ones that take their branding seriously, at least — strive to be great brands. A movement, by definition, is something characterised by an entity’s affect on a group – it’s a result. I think that by general definition, most movements are social and ideologically driven – which seems like it falls outside the norm for most ‘brand’ activities. You can be pro-Mac but I’d argue that falls short of ideology even for the most hard-bitten former Lisa user.
So if the definition of a movement is a successful adaptation of common ideology aimed at achieving a goal — if we can agree on that — shouldn’t this also be a tremendously aspirational goal of a brand that meets a few requisite ideological hurdles?

By: Spike Jones

Spike Jones — Thu, 17 Apr 2008 19:56:41 +0000

John, there are HUGE differences between campaigns and movements: http://tinyurl.com/2ogqvc Environmentalism, civil rights, etc. are all movements. But those are the movements we are familiar with. Movements don't always have to be centered around social change. The very definition of a movement is, "a group of people with a common ideology who try together to achieve certain general goals."

By: John Whiteside

John Whiteside — Thu, 17 Apr 2008 19:28:15 +0000

What’s the difference between a campaign for a cause, and a brand that is a movement? The examples above sound like well-done campaigns. I suppose whether they are a “movement” may be semantics, but “movement” suggests something much bigger than a single-issue cause to me.
Brands often try to borrow the attributes of movements (usually in pretty cynical ways) and brands can be associated with movements for honest, valid reasons, but I honestly cannot think of a brand that is a “movement” in the way the term is normally used. Apple is certainly a brand with strong characteristics and one that some people identify strongly with, but “movement?” Like “environmentalism” or “civil rights” or “gender equality” or “libertarianism” or “veganism”? I don’t think so.
(I’d call Project RED and LiveAid brands that associate themselves with movements, and whether you think that’s honest or cynical depends, I suppose, on what you think of the financial arrangements involved…)
Maybe we are using these words to mean different things.