Definition
Cultural movements is a marketing model that builds brands by identifying, sparking, organizing, leading and/or aligning with an idea on the rise in culture and building a multi-platform communications around this idea so the advocates can belong, rally, engage, and bring about change. "Cultural movement" requires a radical rethink of the old rules of marketing. • Instead of being about “the individual” it is about the group • Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe • Instead of being about selling, it is about sharing • Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product StrawberryFrog defines the cultural movement model as having five phases: • Strategy • Declaration • Provocation • Go MASSive • Sustainability ==References==