CHAPTER 6
Lighting the Spark
You’ve identified and crystallized an idea that’s on the rise in the culture. You’re ready to turn it into a full-fledged movement. Where do you begin?
Surprising as it may seem, the best place to start building a business-driven consumer movement is within the company itself. This is an important part of what distinguishes movement marketing from more traditional marketing and advertising. Any company can say just about anything in an ad; the company doesn’t necessarily have to live by those words or change its behavior to be in alignment with those words (yes, some companies do actually live up to their ad slogans, and that’s great—but many do not). But a company can’t really lead a successful consumer movement ...
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