According to Adweek, Scott Goodson of StrawberryFrog is intent on moving the needle for the brands in his agency’s stable. But not by driving trial, no, that’s for simpletons. Strawberry Frog wants to start something. They want to create a movement (in the name of brands).
Cultural Movements is StrawberryFrog’s DNA. Cultural Movements is the process StrawberryFrog uses to develop innovative strategies for our clients. But more, it’s about curating culture and creating communities and platforms for people to circle their wagons around an idea that is relevant and important to them.
Some people ask whether any product or politician can spark a Cultural Movement. In theory, I believe every product can. But those products that are the opposite of authentic will have difficulty perpetuating a Cultural Movement over time. Fakes and phonies will be found out. The consumer is now the truth junkie who never forgets, who puts two and two together.
You can’t hide these days. The truth is essential to a prolonged Cultural Movement.
I’m a fan of Goodson, his shop, and the truth. But I have to pause and ask if this isn’t some new twist on “the conversation.” Ever since the Cluetrain rolled down the track, the most progressive among us have put a big pile of chips in the conversational marketing game. Cultural Movements, as described above, is bolder and more ambitious than a conversation, but I link them together in that they both seem to overreach. I’d love to be wrong about this, but that’s my reaction to the concept from afar.