Thread by @RebeccaTaylorNY

👋🏻 from #SXSW — I’ll try to share highlights / insights from some of the panels I’m attending. First up:

🎤‘Post-Brands Era: How Brands Spark Social Movements’ at @sxsw 2022

💭 Cultural relevance is the new currency —> Brands need to build & sustain long term social change.

Key Elements of Social Movements (#metoo #BlackLivesMatter #ClimateCrisis)

—A group of people working together with a common social, political or cultural goal
—A moment becomes a movement when it accomplishes collective power
—Establishes a mass platform for action

#SXSW

Key Elements of POST- BRANDS:

1. NOT A COMPANY WITH A MISSION,
BUT A MISSION WITH A COMPANY

2 A COLLECTIVE IDENTITY THAT WILL
PROMOTE LONG TERM SOCIAL CHANGE

3 A MASS PLATFORM FOR ACTION
THAT WILL PROMOTE BEHAVIOURAL CHANGE

#SXSW

5 steps to create a movement/post-brand:
1. IDENTIFY UNSATISFIED SOCIAL DEMANDS (pain point)
2. STAND FOR SOMETHING (1 demand)
3. DEFINE IDENTITY AS A COLLECTIVE
—Be a mission w/ a company not a company w/ a mission
—A business plan w/ social change & profit
#SXSW #marketing

4. CALL TO COLLECTIVE ACTION
—translate your social demand into a simple action
—explain your impact
—invite people to join

5. KEEP IT ALIVE, BE CONSISTENT
—Low barrier asks to engage new participants
— create momentum
— grow & scale

#SXSW #marketing #postbrands

*Key Takeaways*

💭MOST EFFECTIVE WILL BE THOSE ABLE TO MOVE PEOPLE UP THE PARTICIPATION SCALE & SUSTAIN/NOURISH A COMMUNITY LONG TERM

💭IN A CLUTTERED, FRAGMENTED MARKETPLACE, POST-BRANDS AS SOCIAL MOVEMENTS CAN BUILD COMMUNITIES & MOBILIZE PEOPLE

#SXSW #postbrands #marketing