This decade will be known as the Movement Moment. The voices of individuals have been dramatically empowered by the ubiquity of digital media and mobile devices. A child with a smart phone can now access more information than the President of the United States could just 12 years ago. This shift has converged with traditional branding in a way that has furthered the concept of Movement Marketing.
The purpose of most movements is generally to start something or to stop something, often providing participants with a badge of honor or a badge of shame. In the political arena, we’ve seen movements ranging from Civil Rights to Arab Spring. Artistic movements seek to push the envelope creatively, like when Pollock took Picasso’s already abstract work and blurred the lines even further. In our lifetime, we’ve seen social movements that have taught us to stop littering and smoking, but to start recycling and eating locally grown food.
Social movements are where the branding magic happens today. The DNA of every social movement incorporates purpose, mission, vision, desired outcome and strategic planning. Without these core components, a movement is only excess community noise. And every brand isn’t movement-worthy. Most will continue to use communications to inform, engage or sell. But for those select few who choose to move vs. market, the impact is transformational and sustainable.