Strawberry Frog likes to tout its brand and advertising strategy “Creating Movements.” Movements are a slow burn – so, some might argue it would be more expeditious to “create mobs?” Well, the difference between a mob and a movement is virulence and no marketer wants their followers to be hostile or spiteful.
The business of branding is to influence in a positive way. To build value appreciation through customer care-abouts and brand good-ats. Research even suggests introducing an element of danger in advertising can cause consumer unease making them less likely to purchase. Sunny day anyone?
Physics reminds us movement from a standing still position causes friction. And brand people love to talk about tension. They uncover competitive tensions for breakfast.
Most will agree creating mobs around brands is wrong. Stop gun violence. Stop the war. Better pay for nurses. All three of these examples offer the potential for anger but I wouldn’t call them mobs. Yet I also wouldn’t call them movements. Demonstrations might be a better word. Legal. Careful. Pointed. Plus, I love the word demonstrations. Demonstrations also support the “claim and proof” framework which is the backbone of What’s The Idea? It works two ways.
There is probably a good word between the passive movement and the more animus-infused demonstration. The search is on. Thoughts?