Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements


Author: Scott Goodson
Publisher: McGraw Hill Professional
ISBN: 0071782818
Category: Business & Economics
Page: 256
View: 4249

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The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.” —Daniel H. Pink, author of Drive and A Whole New Mind “Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.” —Sally Hogshead, author of Fascinate and creator of HowToFascinate.com “Essential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.” —Adam Morgan, author of Eating the Big Fish and The Pirate Inside “A well-researched and insightful book that will hopefully spark a movement against traditional, stodgy marketing. A must-read for the new generation of marketers who will be defining tomorrow’s marketing landscape.” —Boutros Boutros, Senior Vice President, Emirates Airline About the Book: Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere. We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing. Using client case studies and contributions from a global team of movement marketing forerunners—among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer—Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them, including: Stop talking about yourself—let the movement control your message Home in on the core objectives of your concept or brand—and align these values with what people are for (or against) “Light the spark”—create a culture within your organization that can embrace and drive a movement Leverage your assets—content, events, expertise, connecting platforms—to give people tools to spread your gospel Adjust concepts to travel across borders and link people across cultural boundaries The examples and guidance in this book will prepare you to find, connect to, and even lead the next big movement. What happens next is up to you. Get up. Go out. And create a brand Uprising of your own.

The Fundamentals of Branding


Author: Melissa Davis
Publisher: Bloomsbury Publishing
ISBN: 1350034614
Category: Business & Economics
Page: 184
View: 2034

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Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands. It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.

This Is an Uprising

How Nonviolent Revolt Is Shaping the Twenty-First Century
Author: Mark Engler,Paul Engler
Publisher: Nation Books
ISBN: 1568585144
Category: Political Science
Page: 368
View: 5832

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Strategic nonviolent action has reasserted itself as a potent force in shaping public debate and forcing political change. Whether it is an explosive surge of protest calling for racial justice in the United States, a demand for democratic reform in Hong Kong or Mexico, a wave of uprisings against dictatorship in the Middle East, or a tent city on Wall Street that spreads throughout the country, when mass movements erupt onto our television screens, the media portrays them as being as spontaneous and unpredictable. In This is an Uprising, political analysts Mark and Paul Engler uncover the organization and well-planned strategies behind such outbursts of protest, examining core principles that have been used to spark and guide moments of transformative unrest. This is an Uprising traces the evolution of civil resistance, providing new insights into the contributions of early experimenters such as Mohandas Gandhi and Martin Luther King Jr., groundbreaking theorists such as Gene Sharp and Frances Fox Piven, and contemporary practitioners who have toppled repressive regimes in countries such as South Africa, Serbia, and Egypt. Drawing from discussions with activists now working to defend human rights, challenge corporate corruption, and combat climate change, the Englers show how people with few resources and little influence in conventional politics can nevertheless engineer momentous upheavals. Although it continues to prove its importance in political life, the strategic use of nonviolent action is poorly understood. Nonviolence is usually studied as a philosophy or moral code, rather than as a method of political conflict, disruption, and escalation. This is an Uprising corrects this oversight. It argues that if we are always taken by surprise by dramatic outbreaks of revolt, and if we decline to incorporate them into our view of how societies progress, then we pass up the chance to fully grasp a critical phenomenon—and to harness its power to create lasting change.

What is a 21st Century Brand?

New Thinking from the Next Generation of Agency Leaders
Author: Nick Kendall
Publisher: Kogan Page Publishers
ISBN: 0749472634
Category: Business & Economics
Page: 432
View: 6996

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What is a 21st Century Brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? This book features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognised advertising body, the IPA, they are accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and edited by Nick Kendall. Together they offer you multiple perspectives and the opportunity for you to challenge yourself to consider what you believe. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organised into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways in which we consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice. If you want to take time to think about the real fundamentals of what we do as a business -create and build brands- this book will be all the stimulation you would want.

Bird on Fire

Lessons from the World's Least Sustainable City
Author: Andrew Ross
Publisher: Oxford University Press
ISBN: 0199912297
Category: Social Science
Page: 312
View: 3573

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Phoenix, Arizona is one of America's fastest growing metropolitan regions. It is also its least sustainable one, sprawling over a thousand square miles, with a population of four and a half million, minimal rainfall, scorching heat, and an insatiable appetite for unrestrained growth and unrestricted property rights. In Bird on Fire, eminent social and cultural analyst Andrew Ross focuses on the prospects for sustainability in Phoenix--a city in the bull's eye of global warming--and also the obstacles that stand in the way. Most authors writing on sustainable cities look at places that have excellent public transit systems and relatively high density, such as Portland, Seattle, or New York. But Ross contends that if we can't change the game in fast-growing, low-density cities like Phoenix, the whole movement has a major problem. Drawing on interviews with 200 influential residents--from state legislators, urban planners, developers, and green business advocates to civil rights champions, energy lobbyists, solar entrepreneurs, and community activists--Ross argues that if Phoenix is ever to become sustainable, it will occur more through political and social change than through technological fixes. Ross explains how Arizona's increasingly xenophobic immigration laws, science-denying legislature, and growth-at-all-costs business ethic have perpetuated social injustice and environmental degradation. But he also highlights the positive changes happening in Phoenix, in particular the Gila River Indian Community's successful struggle to win back its water rights, potentially shifting resources away from new housing developments to producing healthy local food for the people of the Phoenix Basin. Ross argues that this victory may serve as a new model for how green democracy can work, redressing the claims of those who have been aggrieved in a way that creates long-term benefits for all. Bird on Fire offers a compelling take on one of the pressing issues of our time--finding pathways to sustainability at a time when governments are dismally failing in their responsibility to address climate change.

Paid Attention

Innovative Advertising for a Digital World
Author: Faris Yakob
Publisher: Kogan Page Publishers
ISBN: 0749473614
Category: Business & Economics
Page: 216
View: 3238

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As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.

Startup Rising

The Entrepreneurial Revolution Remaking the Middle East
Author: Christopher M. Schroeder
Publisher: St. Martin's Press
ISBN: 1137356715
Category: Business & Economics
Page: 256
View: 9362

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Despite the world's elation at the Arab Spring, shockingly little has changed politically in the Middle East; even frontliners Egypt and Tunisia continue to suffer repression, fixed elections, and bombings, while Syria descends into civil war. But in the midst of it all, a quieter revolution has begun to emerge, one that might ultimately do more to change the face of the region: entrepreneurship. As a seasoned angel investor in emerging markets, Christopher M. Schroeder was curious but skeptical about the future of investing in the Arab world. Travelling to Dubai, Cairo, Amman, Beirut, Istanbul, and even Damascus, he saw thousands of talented, successful, and intrepid entrepreneurs, all willing to face cultural, legal, and societal impediments inherent to their worlds. Equally important, he saw major private equity firms, venture capitalists, and tech companies like Google, Intel, Cisco, Yahoo, LinkedIn, and PayPal making significant bets, despite the uncertainty in the region. With Startup Rising, he marries his own observations with the predictions of these tech giants to offer a surprising and timely look at the second stealth revolution in the Middle East-one that promises to reinvent it as a center of innovation and progress.

Brand is a Four Letter Word

Positioning and the Real Art of Marketing
Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category: Business & Economics
Page: 281
View: 7931

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Argues that to achieve success the focus of marketers should be on positioning and that branding is a product of marketplace response.

Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders
Author: Adam Morgan
Publisher: John Wiley & Sons
ISBN: 9780470527757
Category: Business & Economics
Page: 368
View: 7526

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EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

Midnight Rising

John Brown and the Raid That Sparked the Civil War
Author: Tony Horwitz
Publisher: Henry Holt and Company
ISBN: 1429996986
Category: History
Page: 384
View: 7351

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A New York Times Notable Book for 2011 A Library Journal Top Ten Best Books of 2011 A Boston Globe Best Nonfiction Book of 2011 Bestselling author Tony Horwitz tells the electrifying tale of the daring insurrection that put America on the path to bloody war Plotted in secret, launched in the dark, John Brown's raid on Harpers Ferry was a pivotal moment in U.S. history. But few Americans know the true story of the men and women who launched a desperate strike at the slaveholding South. Now, Midnight Rising portrays Brown's uprising in vivid color, revealing a country on the brink of explosive conflict. Brown, the descendant of New England Puritans, saw slavery as a sin against America's founding principles. Unlike most abolitionists, he was willing to take up arms, and in 1859 he prepared for battle at a hideout in Maryland, joined by his teenage daughter, three of his sons, and a guerrilla band that included former slaves and a dashing spy. On October 17, the raiders seized Harpers Ferry, stunning the nation and prompting a counterattack led by Robert E. Lee. After Brown's capture, his defiant eloquence galvanized the North and appalled the South, which considered Brown a terrorist. The raid also helped elect Abraham Lincoln, who later began to fulfill Brown's dream with the Emancipation Proclamation, a measure he called "a John Brown raid, on a gigantic scale." Tony Horwitz's riveting book travels antebellum America to deliver both a taut historical drama and a telling portrait of a nation divided—a time that still resonates in ours.

Islam and the Arab Awakening


Author: Tariq Ramadan
Publisher: Oxford University Press, USA
ISBN: 0199969515
Category: Religion
Page: 256
View: 4841

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One of the most important developments in the modern history of the Middle East, the so-called Arab Spring began in Tunisia in December 2010, bringing down dictators, sparking a civil war in Libya, and igniting a bloody uprising in Syria. Its long-term repercussions in Egypt and elsewhere remain unclear. Now one of the world's leading Islamic thinkers examines and explains it, in this searching, provocative, and necessary book. Time Magazine named Tariq Ramadan one of the most important innovators of the twenty-first century. A Muslim intellectual and prolific author, he has won global renown for his reflections on Islam and the contemporary challenges in both the Muslim majority societies and the West. In Islam and the Arab Awakening, he explores the uprisings, offering rare insight into their origin, significance, and possible futures. As early as 2003, he writes, there had been talk of democratization in the Middle East and North Africa. The U.S. government and private organizations set up networks and provided training for young leaders, especially in the use of the Internet and social media, and the West abandoned its unconditional support of authoritarian governments. But the West did not create the uprisings. Indeed, one lesson Ramadan presents is that these mass movements and their consequences cannot be totally controlled. Something irreversible has taken place: dictators have been overthrown without weapons. But, he writes, democratic processes are only beginning to emerge, and unanswered questions remain. What role will religion play? How should Islamic principles and goals be rethought? Can a sterile, polarizing debate between Islamism and secularism be avoided? Avoiding both naive confidence and conspiratorial paranoia, Ramadan voices a tentative optimism. If a true civil society can be established, he argues, this moment's fragile hope will live.

The Upstarts

How Uber, Airbnb, and the Killer Companies of the New Silicon Valley Are Changing the World
Author: Brad Stone
Publisher: Little, Brown
ISBN: 0316388386
Category: Business & Economics
Page: 384
View: 6962

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ONE OF AMAZON'S BEST BOOKS OF 2017 A look deep inside the new Silicon Valley, from the New York Times bestselling author of The Everything Store Ten years ago, the idea of getting into a stranger's car, or a walking into a stranger's home, would have seemed bizarre and dangerous, but today it's as common as ordering a book online. Uber and Airbnb have ushered in a new era: redefining neighborhoods, challenging the way governments regulate business, and changing the way we travel. In the spirit of iconic Silicon Valley renegades like Steve Jobs and Bill Gates, another generation of entrepreneurs is using technology to upend convention and disrupt entire industries. These are the upstarts, idiosyncratic founders with limitless drive and an abundance of self-confidence. Led by such visionaries as Travis Kalanick of Uber and Brian Chesky of Airbnb, they are rewriting the rules of business and often sidestepping serious ethical and legal obstacles in the process. The Upstarts is the definitive story of two new titans of business and a dawning age of tenacity, conflict and wealth. In Brad Stone's riveting account of the most radical companies of the new Silicon Valley, we discover how it all happened and what it took to change the world.

How Change Happens


Author: Duncan Green
Publisher: Oxford University Press
ISBN: 0198785399
Category: Social Science
Page: 192
View: 4432

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Human society is full of would-be "change agents," a restless mix of campaigners, lobbyists, and officials, both individuals and organizations, set on transforming the world. They want to improve public services, reform laws and regulations, guarantee human rights, get a fairer deal for those on the sharp end, achieve greater recognition for any number of issues, or simply be treated with respect. Striking then, why so many universities lack programs for social activists, to which students can turn for advice and inspiration. Instead, scholarly discussions of change are fragmented with few conversations crossing disciplinary boundaries, rarely making it onto the radar of those actively seeking change. This book bridges the gap between academia and practice, bringing together the best research from a range of academic disciplines and the evolving practical understanding of activists to explore the topic of social and political change. Drawing on many first-hand examples from the global experience of Oxfam, one of the world's largest social justice NGOs, as well as the author's insights from studying and working on international development, it tests ideas on how change happens and offers the latest thinking on what works to achieve progressive change.

To End All Wars

A Story of Loyalty and Rebellion, 1914-1918
Author: Adam Hochschild
Publisher: Houghton Mifflin Harcourt
ISBN: 9780547549217
Category: History
Page: 480
View: 7944

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World War I stands as one of history’s most senseless spasms of carnage, defying rational explanation. In a riveting, suspenseful narrative with haunting echoes for our own time, Adam Hochschild brings it to life as never before. He focuses on the long-ignored moral drama of the war’s critics, alongside its generals and heroes. Thrown in jail for their opposition to the war were Britain’s leading investigative journalist, a future winner of the Nobel Prize for Literature, and an editor who, behind bars, published a newspaper for his fellow inmates on toilet paper. These critics were sometimes intimately connected to their enemy hawks: one of Britain’s most prominent women pacifist campaigners had a brother who was commander in chief on the Western Front. Two well-known sisters split so bitterly over the war that they ended up publishing newspapers that attacked each other. Today, hundreds of military cemeteries spread across the fields of northern France and Belgium contain the bodies of millions of men who died in the “war to end all wars.” Can we ever avoid repeating history?

A More Beautiful Question

The Power of Inquiry to Spark Breakthrough Ideas
Author: Warren Berger
Publisher: Bloomsbury Publishing USA
ISBN: 1620401460
Category: Business & Economics
Page: 272
View: 4028

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To get the best answer-in business, in life-you have to ask the best possible question. Innovation expert Warren Berger shows that ability is both an art and a science. It may be the most underappreciated tool at our disposal, one we learn to use well in infancy-and then abandon as we grow older. Critical to learning, innovation, success, even to happiness-yet often discouraged in our schools and workplaces-it can unlock new business opportunities and reinvent industries, spark creative insights at many levels, and provide a transformative new outlook on life. It is the ability to question-and to do so deeply, imaginatively, and “beautifully.” In this fascinating exploration of the surprising power of questioning, innovation expert Warren Berger reveals that powerhouse businesses like Google, Nike, and Netflix, as well as hot Silicon Valley startups like Pandora and Airbnb, are fueled by the ability to ask fundamental, game-changing questions. But Berger also shares human stories of people using questioning to solve everyday problems-from “How can I adapt my career in a time of constant change?” to “How can I step back from the daily rush and figure out what really makes me happy?” By showing how to approach questioning with an open, curious mind and a willingness to work through a series of “Why,” “What if,” and “How” queries, Berger offers an inspiring framework of how we can all arrive at better solutions, fresh possibilities, and greater success in business and life.

Do You Matter?

How Great Design Will Make People Love Your Company
Author: Robert Brunner,Stewart Emery,Russ Hall
Publisher: FT Press
ISBN: 9780132703758
Category: Business & Economics
Page: 256
View: 8193

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“Definitely, a game changer! Design experience is the power shift to our era what mass marketing was to the last century.” John Sculley former CEO, Pepsi and Apple “Great design is about creating a deep relationship with your customers. If you don’t, you’re roadkill. This book shows you how and much, much more. Be prepared to have your mind blown.” Bill Burnett Executive Director, Design Program, Stanford University “Design is the last great differentiator, and yet so few really understand it. Do You Matter? offers a marvelous series of direct, in-your-face observations and drives home the means to an absolutely integrated design strategy.” Ray Riley Design GM, Entertainment and Devices, Microsoft “This book will challenge you to ask and answer what arguably are the most important questions an executive can ponder today. So open up.” Noah Kerner CEO, Noise and coauthor, Chasing Cool More and more companies are coming to understand the competitive advantage offered by outstanding design. With this, you can create products, services, and experiences that truly matter to your customers' lives and thereby drive powerful, sustainable improvements in business performance. But delivering great designs is not easy. Many companies accomplish it once, or twice; few do it consistently. The secret: building a truly design-driven business, in which design is central to everything you do. Do You Matter? shows how to do precisely that. Legendary industrial designer Robert Brunner (who laid the groundwork for Apple's brilliant design language) and Stewart Emery (Success Built to Last) begin by making an incontrovertible case for the power of design in making emotional connections, deepening relationships, and strengthening brands. You'll learn what it really means to be "design-driven" and how that translates into action at Nike, Apple, BMW and IKEA. You'll learn design-driven techniques for managing your entire experience chain; define effective design strategies and languages; and learn how to manage design from the top, encouraging "risky" design innovations that lead to entirely new markets. The authors show how (and how not) to use research; how to extend design values into marketing, manufacturing, and beyond; and how to keep building on your progress, truly "baking" design into all your processes and culture.

The Honor Code: How Moral Revolutions Happen


Author: Kwame Anthony Appiah
Publisher: W. W. Norton & Company
ISBN: 0393080714
Category: History
Page: 264
View: 5916

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"[Appiah's] work reveals the heart and sensitivity of a novelist. . . .Fascinating, erudite and beautifully written."—The New York Times Book Review In this groundbreaking work, Kwame Anthony Appiah, hailed as "one of the most relevant philosophers today" (New York Times Book Review), changes the way we understand human behavior and the way social reform is brought about. In brilliantly arguing that new democratic movements over the last century have not been driven by legislation from above, Appiah explores the end of the duel in aristocratic England, the tumultuous struggles over footbinding in nineteenth-century China, the uprising of ordinary people against Atlantic slavery, and the horrors of "honor killing" in contemporary Pakistan. Intertwining philosophy and historical narrative, he has created "a fascinating study of moral evolution" (Philadelphia Inquirer) that demonstrates the critical role honor plays a in the struggle against man's inhumanity to man.

The Brand IDEA

Managing Nonprofit Brands with Integrity, Democracy, and Affinity
Author: Nathalie Laidler-Kylander,Julia Shepard Stenzel
Publisher: John Wiley & Sons
ISBN: 1118573404
Category: Business & Economics
Page: 240
View: 5650

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Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.

Africa Uprising

Popular Protest and Political Change
Author: Adam Branch,Zachariah Mampilly
Publisher: Zed Books Ltd.
ISBN: 1780329997
Category: Political Science
Page: 264
View: 8586

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From Egypt to South Africa, Nigeria to Ethiopia, a new force for political change is emerging across Africa: popular protest. Widespread urban uprisings by youth, the unemployed, trade unions, activists, writers, artists, and religious groups are challenging injustice and inequality. What is driving this new wave of protest? Is it the key to substantive political change? Drawing on interviews and in-depth analysis, Adam Branch and Zachariah Mampilly offer a penetrating assessment of contemporary African protests, situating the current popular activism within its historical and regional contexts.

A Disease in the Public Mind

A New Understanding of why We Fought the Civil War
Author: Thomas J. Fleming
Publisher: Da Capo Press
ISBN: 0306821265
Category: History
Page: 354
View: 5186

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A historian explores the possibility that the Civil War started not because of slavery, but because the South was chosen to house the nation's leadership instead of in Northern New England where the Revolution had begun. 35,000 first printing.