Create cultural movements: Baldridge

VARCA: The task of brand managers is to create cultural movements while the concept of USP is not relevant anymore, industry thinkers said.

While addressing the crowd at the Goafest 2011 summit, StrawberryFrog account director Jake Baldridge said that one should always start with a brand purpose and then tie it to an idea on the rise.
The next step would be to find the cultural relevance of the brand and then work from inside out. Baldridge said the concept of USP is not relevant anymore and advertisers should get rid of it.

But choosing this path may not be easy at all times. Someone has to take the initiative, without the fear of being ridiculed or being called stupid, Baldridge said.

In his opinion, brands can speak, lead, curate and sponsor a mass movement though "only an idea with the power to ignite passion will achieve these.”
He showed a video where a man without any fear starts dancing. Initially, people make fun of him but then start joining him. Eventually, people would laugh at someone who doesn’t join the leader.

Hence, taking initiatives can be challenging, Baldridge cautioned, but it may be highly rewarding as well.

Baldridge also shared a video where a movement has started for the love of Mother Nature. In this video, people are encouraged to be more sensible towards the resources at one’s disposal such as land, water and food.
The video’s message called for being "smart against dumb”.

This can be no different from starting a cultural movement. Baldridge said, “And what is cultural movement its nothing but a group of people coming together around an idea to create change.This is how StrawberryFrog works and creates monumental brands."

He amplified the importance of the first few followers. “The success of the movement depends on them; respect them and treat them as equals.”

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