27 November 2017

A Chat With: Scott Goodson on sparking movements to drive change

BONN, Germany (Landscape News) – Developing long-term brand loyalty requires more than bombarding people with messages, according to Scott Goodson, chief executive and founder of StrawberryFrog movement making firm, who has based his career on forging social change.

Engaging people to develop brand loyalty can lead ultimately to sustained movements for change in consumer behavior, says Goodson, the author of Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements (McGraw-Hill, 2012).

Goodson, who refers to StrawberryFrog as “the world’s first cultural movement agency,” has led successful global movement marketing campaigns for diverse brands, including Coca Cola, Emirates Airline, Google, Heineken, IKEA, P&G, the Smart Car and SunTrust Bank.

He will describe his approach at the Global Landscapes Forum (GLF) conference in Bonn, Germany on Dec. 20.

Q: Why are you participating in the GLF?

A: To ignite passions, convictions, trust and creativity, and a unified movement to change the world.

Q: What do you expect to achieve at the forum?

A: That everyone watching my speech will understand that movements are a force, that we are living in the age of movements and that we need a unified movement to make huge impacts.

Q: What will you speak about?

A: How to spark a movement. And we will create one in the room, the basis of my best selling book “Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements.” As well as the basis of my weekly iTunes Podcast, Scott Goodson’s “Uprising.”

Q: What message do you hope to deliver?

A: The steps to create a global cultural movement for the GLF.

Q: What is your area of immediate concern?

A: That breaking through with a movement is today the only way to identify, crystallize, spark, sponsor and lead a mass movement that can be a force for good. Movements move passions to move people to move the world.

Q: How could a landscape approach help transform the world?

A: Through a cultural movement that takes a stand for something and rallies millions of people around an idea on the rise in culture.

Q: What are our biggest challenges as a global community?

A: Apathy and old marketing thinking that are out dated and irrelevant in today’s world.


Learn more at the

Global Landscapes Forum: Bonn 2017

19-20 December 2017

See event details here

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