Comments on: Brands and Movements http://www.mpdailyfix.com/brands-and-movements/?utm_source=rss&utm_medium=rss&utm_campaign=brands-and-movements Opinions. Commentary. News. Sat, 11 Feb 2012 13:14:15 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Scott http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-327814 Scott Thu, 28 Jul 2011 17:13:43 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-327814 Hello, I came across this discussion while searching for insight into the whole brand as movement concept, and hitting the Google "I'm Feeling Lucky" button. If the conversation has not grown too cold or has died, please share your further thoughts. I think a brand can ignite or become a movement, but only if the brand/product itself is a manifestation of an ideology or cause aimed at achieving a broader social purpose. But very few brands have social mission. Contributing $ to causes is great, but it does signify or affirm the brand as movement For context, I am in the process of launching a for-profit social purpose venture based on a product/brand that can improve the everyday health and well-being of millions of people. The barrier to my product/brand's acceptance will be twofold; 1) current behavior- rationalized habitual use of an alternative product class that, as used, is an unintended act of economic, social and environmental blindness, and 2) a fairly prevalent state of cultural cognition that precludes this recognition and therefore fuels a growing social/environmental/health problem. So, if movements (civil rights, environmentalism or open source) help change the popular mindset, etc., the one of the goals of my business is to spark a movement. Wish me luck. Hello,

I came across this discussion while searching for insight into the whole brand as movement concept, and hitting the Google “I’m Feeling Lucky” button. If the conversation has not grown too cold or has died, please share your further thoughts.

I think a brand can ignite or become a movement, but only if the brand/product itself is a manifestation of an ideology or cause aimed at achieving a broader social purpose. But very few brands have social mission. Contributing $ to causes is great, but it does signify or affirm the brand as movement

For context, I am in the process of launching a for-profit social purpose venture based on a product/brand that can improve the everyday health and well-being of millions of people. The barrier to my product/brand’s acceptance will be twofold; 1) current behavior- rationalized habitual use of an alternative product class that, as used, is an unintended act of economic, social and environmental blindness, and 2) a fairly prevalent state of cultural cognition that precludes this recognition and therefore fuels a growing social/environmental/health problem. So, if movements (civil rights, environmentalism or open source) help change the popular mindset, etc., the one of the goals of my business is to spark a movement. Wish me luck.

]]> By: Stephen Denny http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34559 Stephen Denny Thu, 24 Apr 2008 15:18:15 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34559 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... 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. http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34558 Chad S. Mon, 21 Apr 2008 17:36:44 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34558 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. 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34557 Muchiri Nyaggah Mon, 21 Apr 2008 17:17:26 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34557 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 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34556 Stephen Denny Fri, 18 Apr 2008 17:12:33 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34556 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. 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34555 Beth G Fri, 18 Apr 2008 15:12:50 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34555 Telemarketing is a inexpessive marketing and branding stategy. Try It, you will be pleasently surprised!! Pro-Sales Solutions www.pro-salessolutions.com Telemarketing is a inexpessive marketing and branding stategy.
Try It, you will be pleasently surprised!!
Pro-Sales Solutions
http://www.pro-salessolutions.com

]]> By: MrAchievement.com (Stanley Bronstein) http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34554 MrAchievement.com (Stanley Bronstein) Fri, 18 Apr 2008 02:13:54 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34554 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 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34553 patricia Thu, 17 Apr 2008 22:20:51 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34553 how about the Open Source movement? how about the Open Source movement?

]]> By: Stephen Denny http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34552 Stephen Denny Thu, 17 Apr 2008 22:12:01 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34552 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? 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34551 Spike Jones Thu, 17 Apr 2008 19:56:41 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34551 John, there are HUGE differences between campaigns and movements: <a href="http://tinyurl.com/2ogqvc" rel="nofollow">http://tinyurl.com/2ogqvc</a> 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." 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 http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34550 John Whiteside Thu, 17 Apr 2008 19:28:15 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34550 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. 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.

]]> By: Spike Jones http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34549 Spike Jones Thu, 17 Apr 2008 18:02:51 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34549 Stephen - I didn't mean to imply that it was "easy" for companies to become movements. It's a lot of heavy lifting - but it can be done. I would think that a pretty good argument could be made about Apple being a movement. That being that people are drawn to a movement because they want to be a part of something bigger than themselves. Something with a purpose. That makes a statement. And unites. Sounds pretty Apple-like to me. Yes. You can absolutely consciously sew the seeds of a movement. Let me make it 100% clear that it won't work for a lot of companies. An example of it working? I give you the Fiskateers - the Brand Ambassador movement created by Brains on Fire and Fiskars. Or Rage Against the Haze - SC's youth-led anti-tobacco use movement (which we just won an EFFIE for). These were consciously created. Tools were developed. Curriculums crafted and facilitated. Empowerment galore. But as I stated before it was not about the company or the brand - it was about the customers and what they do with that brand to make their lives better. It's reframing the conversation. It's bigger than the brand - as all movements are. Stephen – I didn’t mean to imply that it was “easy” for companies to become movements. It’s a lot of heavy lifting – but it can be done.
I would think that a pretty good argument could be made about Apple being a movement. That being that people are drawn to a movement because they want to be a part of something bigger than themselves. Something with a purpose. That makes a statement. And unites. Sounds pretty Apple-like to me.
Yes. You can absolutely consciously sew the seeds of a movement. Let me make it 100% clear that it won’t work for a lot of companies.
An example of it working? I give you the Fiskateers – the Brand Ambassador movement created by Brains on Fire and Fiskars. Or Rage Against the Haze – SC’s youth-led anti-tobacco use movement (which we just won an EFFIE for). These were consciously created. Tools were developed. Curriculums crafted and facilitated. Empowerment galore.
But as I stated before it was not about the company or the brand – it was about the customers and what they do with that brand to make their lives better. It’s reframing the conversation. It’s bigger than the brand – as all movements are.

]]> By: Stephen Denny http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34548 Stephen Denny Thu, 17 Apr 2008 15:22:55 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34548 Spike: here's the thing, for me -- I don't think brands can easily become movements. Apple is a strong brand but will never be a movement. Same with Starbucks, same with Nike, even same with Body Shop. Licensing, franchises, and other ostensible business models that capitalize on other people selling other stuff won't qualify in this example. But in the spirit of "citizen capitalists" of a like-minded persuasion, I think it is possible for a brand to promote its "movement-worthy-ness" constructively and with some degree of authenticity, providing they meet certain criteria. There is no substitute for consumer pull, and their loyalty will determine whether it becomes a movement -- my (rhetorical) question is whether you can sow the seeds of a movement consciously. I don't think I've seen this before -- can anybody put an example up? Spike: here’s the thing, for me — I don’t think brands can easily become movements. Apple is a strong brand but will never be a movement. Same with Starbucks, same with Nike, even same with Body Shop.
Licensing, franchises, and other ostensible business models that capitalize on other people selling other stuff won’t qualify in this example. But in the spirit of “citizen capitalists” of a like-minded persuasion, I think it is possible for a brand to promote its “movement-worthy-ness” constructively and with some degree of authenticity, providing they meet certain criteria.
There is no substitute for consumer pull, and their loyalty will determine whether it becomes a movement — my (rhetorical) question is whether you can sow the seeds of a movement consciously. I don’t think I’ve seen this before — can anybody put an example up?

]]> By: Spike Jones http://www.mpdailyfix.com/brands-and-movements/comment-page-1/#comment-34547 Spike Jones Thu, 17 Apr 2008 13:14:29 +0000 http://www.mpdailyfix.com/brands-and-movements/#comment-34547 Interesting post, Stephen and good points. As a member of a company that helps turn brands into movements I think the most important thing is to reframe the context of the movement. In other words (and in the majority of cases), you can't get people to rally around a product or service. But you CAN give them the means to really around what the product or service allows them to do or accomplish in their lives. So really, movements are a celebration or a belief system about life and love - not products and services. It sounds like your friend and his service has the potential to be a movement. But movements run on power of (and to) the people. Just like the CMO you talked about before, it's not a movement until the people embrace it and run with it. As marketers, we can reframe the conversation, provide tools, seek out and empower passionate people who feel the same way. And then hope. Interesting post, Stephen and good points.
As a member of a company that helps turn brands into movements I think the most important thing is to reframe the context of the movement. In other words (and in the majority of cases), you can’t get people to rally around a product or service. But you CAN give them the means to really around what the product or service allows them to do or accomplish in their lives. So really, movements are a celebration or a belief system about life and love – not products and services.
It sounds like your friend and his service has the potential to be a movement. But movements run on power of (and to) the people. Just like the CMO you talked about before, it’s not a movement until the people embrace it and run with it. As marketers, we can reframe the conversation, provide tools, seek out and empower passionate people who feel the same way. And then hope.

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