Surf Wiki
Save to docs
general/types-of-marketing

From Surf Wiki (app.surf) — the open knowledge base

Movement marketing

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.

“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.

"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

References

References

  1. Apelbaum, Suzana. (2010-09-16). "Movement Marketing: Eat, Pray, Love".
  2. Mahoney, L. Meghan. (2024). "Strategic social media: from marketing to social change". Wiley-Blackwell.
  3. Goodson, Scott. (2008-08-20). "Cultural Movements Usurp Traditional Marketing".
Info: Wikipedia Source

This article was imported from Wikipedia and is available under the Creative Commons Attribution-ShareAlike 4.0 License. Content has been adapted to SurfDoc format. Original contributors can be found on the article history page.

types-of-marketing
Want to explore this topic further?

Ask Mako anything about Movement marketing — get instant answers, deeper analysis, and related topics.

Research with Mako

Free with your Surf account

Content sourced from Wikipedia, available under CC BY-SA 4.0.

This content may have been generated or modified by AI. CloudSurf Software LLC is not responsible for the accuracy, completeness, or reliability of AI-generated content. Always verify important information from primary sources.

Report