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January 11, 2011

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denise lee yohn

scott -- of course i agree with you (that's why i'm among your biggest fans!) but i'd love to read and perhaps address) the counter-points -- where can we access this "online debate" you took part in recently?
- denise lee yohn

online shopping

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online shopping

Technology is changing the way we live, our life style has evolved with changing technology, it is true for our eating habbits, soical life, leisure and shopping style. The trend of new year is online shopping

Kojo Amoako

Thank you for this very informative piece on how cultural movements, are in fact, extremely important to the world of marketing and business.

It's astounding to hear that people believe that it is the individual we must break through, in order to sell a product. Through my studies of sociology, I've learned it is not the individual, but the group that is able to mobilize and change buying behavior and trends. If there is one thing marketers should know, it is that if there's an underlying cultural or social message or determination behind a product/service, people are more inclined to relate to them; thus, buy it.

I'm surprised that this technique is so taboo in the world of advertising..

Donny Dee

While I agree that cultural movements are beautiful in their attempts to understand moments in time and help the group move toward a greater good, I can't help but wonder if this tool is appropriate for ALL Strawberry Frog clients. In the movement are you acting as the Shepard or the sheep dog snarling at the ankles of the flock?

In the case of Smart USA, I'd like to think you're the Shepard. The green/electric car movement was well under way before Smart USA, but sometimes it takes communication and a leader to get the rest of the pack rolling along.

However, I think in the case of Pfizer, you're tainting any authenticity your "cultural movement" approach has gained. Rallying people behind Pfizer isn't so much guiding the flock, but rather biting and barking at their ankles to stay on the set path. Do you mean to argue the Pfizer wants people to live healthier? Yes, if it involves taking medication. If it means eating healthier, exercising and limiting medication, then no. Be honest, it's a no.

And I know Strawberry Frog might not want that, but clients ALWAYS want to see greater profit - the inherent danger in accepting a business into any cultural movement of goodwill or education.

While Smart USA will profit as its mission succeeds, Pfizer loses as people get healthier. In the end business and business, and unless your client is like Nike, they won't support good for the sake of good.

Andreayap

Best argument for branded cultural movements is "show, don't tell". That's what SF does daily with campaigns like Smart, and that's what many of us are increasingly starting/trying to do everyday.

Brands need something bigger than what they're selling. Brands need to MOVE us.

In lieu of advertising the rubric is sociology/anthropology/polisci. So how do you expect CMOs and agencies to get it? Branded cultural movmements (not sure that's an apt juxtaposition) is not for masters; it's for mavericks, a brave new world that makes marketing well worth the passion and creativity of a new generation with a new ethos.

Brands need to move us.

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