Brands must look beyond their products and stand for something, argues Scott Goodson, the author of Uprising and the founder and global chairman of StrawberryFrog, the agency behind Emirates’ new global ad campaign
“How do the world’s premier brands keep their edge today and maintain vitality and relevance at a time when marketing is going through revolutionary times? They are sparking movements. “Movements?” you ask. “Aren’t they supposed to originate from the grassroots, and aren’t they supposed to take on nobler causes? What place do movements have with brand building?” Well here’s my view.
Brands that spark movements are more likely to succeed in today’s changing wo
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