Scott Goodson: What Marketers Can Learn From The Largest Act Of Civil Disobedience in Canadian History.
I’m a big fan of Montreal-born Scott Goodson and his agency StrawberryFrog.
And I see the value in what he calls ‘cultural movement marketing’. A marketing model his agency says ‘builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.’
Since he's from Montreal, I can also see Scott Goodson’s interest in the ‘movement’ that started 102 days ago opposing a proposed increase in tuition fees. He published his thoughts yesterday in Forbes about the lessons marketers can draw from the Quebec student protests.
Goodson writes: "Marketers have the resources and clout to explore some of these stories and issues themselves, or to fund talented storytellers (and there are a lot of them out there) who can bring these ideas to life. The key here is in finding ideas that people can feel passionate about—ideas that folks can rally around. Those ideas can form the basis of a movement."
He also warns marketers: "Marketers entering this domain must have some integrity and some guts. Movement marketing works best when it’s done with honesty and openness. The Montreal uprising igniters can attest to how much scrutiny this kind of storytelling is subject to; people will question the agenda of any marketer getting involved in telling real stories or tackling real issues. So only get involved with stories you genuinely believe in and care about. And be straight with people."
I agree with Goodson’s conclusion: "I think marketers are going to need to move in this direction to connect with people in a deeper, more meaningful way—beyond the tired salespitches and fluffy commercials."
However, when the movement leads to violence and civil disobedience, I can’t think of products and services marketers who would jump at the opportunity to link to the cause and fuel the movement.