Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements

Preface

As I was finishing the writing of this book, in the summer and early fall of 2011, just as we were launching a marketing movement called “Rise” for Mahindra, one of India’s most powerful companies, it seemed that uprisings and movements were happening everywhere around the planet. Egypt had fallen. Libyans had overthrown a powerful leader in Muammar Qaddafi and there continued to be mounting resistance against Bashar al-Assad in Syria. Europe’s economic turmoil had sparked demonstrations and sometimes riots in England, Spain, and Greece. Protests targeting government corruption were occurring in India, led by one man who ignited a movement that changed government. Israelis had taken to the streets to rail against the rising costs of housing. ...