O'Reilly logo

Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements by Scott Goodson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 7

Sustaining a Movement—and Taking It Global

A few years ago, when we were working with Scion, Toyota’s brand for the youth generation, we found that the Scion’s customer base was very interested in customization of cars as a form of self-expression. We immediately saw a movement opportunity here: if we could somehow give these people the tools to customize their cars in interesting new ways, we’d be providing the kind of useful service that could strengthen their ties to the brand. But to make it a movement, we also needed to do something to tie these people closer together, to create a sense of shared identity. Our dream was to create a kind of underground car enthusiast movement that had its own distinct language and symbols. So we ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required