Scott Goodson - How to Activate Brand Purpose

Today we chat to the awesome Scott Goodson. Scott is a multi-published author and founder of New York based StrawberryFrog, an independent full-funnel marketing, advertising and design agency. Movements are the future of branding and for the last 25 years Scott has worked with some of the world's most iconic brands including: Google, Emirates Airline, Heineken, Coca Cola, Jim Beam, Mercedes, Mahindra, P&G; plus Sabra, PepsiCo, SunTrust and many more. Scott is also the creator of the concept of Movement Thinking, the premise being that the processes which create great social movements can help us systematically apply a human centred approach to solve problems in a creative and innovative way in our lives, businesses, communities and countries. Scott has lectured on the subject at Harvard Business School, Columbia, Cambridge, TEDx, BBC, CNN, and has also appeared in the New York Times, Financial Times, Wall Street Journal, Economist, Harvard Business Review and Forbes. So, without further ado, please sit back, relax and we do hope you enjoy!!► StrawberryFrog: https://strawberryfrog.com/about► Activate Brand Purpose:https://www.activatebrandpurpose.comTEDx: https://www.youtube.com/watch?v=HKUQloTjdOU&t=182s SUBSCRIBE:► SPOTIFY: https://open.spotify.com/show/66hrGrtDSwBJUzIGF6f5eg?si=90e43d06145d4c5a► ITUNES: https://podcasts.apple.com/gb/podcast/purpose-made-podcast/id1558826869TIMESTAMPS: 0:00: Introduction1:08: Creativity for Good3:50: The Pursuit of Purpose 4:55: A Personal Pursuit of Purpose6:20: Shaping of Perspective6:50: Working with Björn Borg9:35: Activating Brand Purpose11:10: The Impact of Social Media on Societal and Behavioural Change13:41: Purposeful companies outperform the market by 42%14:03: Higher Purpose and Activating Brand Purpose17:37: Movements vs. Marketing19:23: Case Study: Orexo ‘Out The Monster’24:49: Competitive Advantage of Purpose28:12: Purpose Power Index33:23: Closing Statement35:35: Credits Join our tribe and lets grow together https://plus.acast.com/s/purpose-made-podcast. Hosted on Acast. See acast.com/privacy for more information.