|
|
Many marketers would love to create a movement from their brand, but is it possible to create a brand out of a movement? Creating a movement from a brand presents an enormous challenge, simply because the foundations of each are fundamentally different. A movement needs to reach something in each and every one of us and do so on a much deeper level than a soft drink or a smartphone can manage. It needs to mean something to us on a personal level. However, creating a brand from a movement is possible. Doing such a thing would be a tough challenge, and as sensitive as the cause itself, and the process would have to be treated with the respect it deserved. A good example of a movement that also behaves like a brand is the pink ribbon campaign (the forerunner to Movember). It has now become so large and well-known around the world that simply by using the colour pink on products and services during October links it in people’s minds to breast cancer action. I love to see everybody wanting to get involved in it; from pink covered straw bales in fields to pink reflectors. You can buy pink coffee, jewellery, pens – everything imaginable – even a pink car wash. On a busy day and in a simple way (since all of these products are easily available), anyone can feel like they’re making a contribution. In so doing, the movement has been turned into a brand. Another example of is Product Red which donates part of their profits to AIDS action. Their objective is simple: to make it easy for people and companies to contribute to the fight against the virus.
|
