+++WE DO IT FOR THE CULTURE+++

As we enter into the new era of “We Do It For The Culture”, we’re entering into the age of uprisings, activist, movements – driven by individuals with passion and will, and even more commonly seen by, Generation Z. This new, young generation harness the power of influence through their non-traditional marketing, their voice, and their cult like following via social media. Having this direct impact to the masses has opened up the doors to what we call “Cultural Movements”

So what is a cultural movement?

Cultural Movements inspire brands to turn their innovation into revolution, they catapult brands into the stratosphere and they really can make a positive difference in the world today.

A Cultural Movement is a completely new way of marketing. You start by identifying a powerful idea on the rise in culture, usually created by a “Gen-Zer”.  You then join, fuel and add real tangible value to the idea through innovative marketing and social media. People who share the passion for the idea will join the cause and rally others to get involved too. From there a movement is born, which smart brands can profit from.

Example of this would be “Jelly Fam”- Click here to read the background story http://thelab.bleacherreport.com/jelly-fam-new-york-city-basketball-isaiah-washington/

Traditional Marketing vs Movement Marketing

Traditional marketing and advertising begins with a product. Cultural Movements don’t. You start with culture first – it’s what’s happening out there that is relevant. From there, you look at the customer – what they’re into, what they’re passionate about1? Only then do you link this back to the brand or purpose in a relevant and open way. Traditional marketing does the opposite – it starts with the product, then talks to the customer. If there’s no interaction, there is no opportunity.

Cultural Movements are about ideas on the rise in culture, about emotion, and creativity – they do not start with products. But what is clever about them is that people will automatically ‘buy into’ the brand by being part of its Cultural Movement. Because a Cultural Movement should always be intelligently connected with the product and what it stands for.

A Cultural Movement begins from the inside out, from the heart of the brand. Once the movement begins, each great idea leads to the next. Engagement leads to engagement, motivation leads to motivation and a brand goes from “zero to a hero”. Every marketing dollar under a Cultural Movement works harder, faster and lasts longer.

++WE DO IT FOR THE CULTURE++

Nina Zavala

NinaZavalaGroup@gmail.com