Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding.

Description: Based in New York, Scott Goodson is the founder and CEO of StrawberryFrog. For the last twenty-five years, he has worked with some of the world’s most iconic companies including Google, Emirates Airlines, Heineken, Coca-Cola, Jim Beam, Mercedes and countless others. He invented the concept of Movement Thinking, an approach that uses the principles of societal movements to solve marketing and leadership challenges. Scott has lectured on the subject at Harvard Business School, Columbia, Cambridge and many more. He is the author of Activate Brand Purpose – How to harness the power of movements to transform your company (along with co-author Chip Walker). We live in an age of activism – the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be ‘purpose driven brands’, far too often this purpose is relegated to a plaque above the CEO’s desk, and never goes any further. Or, worse, the ‘purpose’ is transparently used as a marketing ploy, but never acted upon in any real way. It’s time to turn that around. Enjoy the conversation

Source: – podcast

Date: Oct 16, 2022


Questions for discussion:

  • What does Scott Goodson say about how marketers should deal with activism and social movements?
  • What do you think about this orientation?