By Jesse Hertstein
Scott Goodson is a marketing expert who has worked with some giants of corporate enterprise. He shifts his focus to the social sector in his book, How to Build a Brand—and Change the World—by Sparking Cultural Movements.
According to the Stanford Social Innovation Review, Goodson’s core argument is that, “The best way to reach people is to look for topics and causes around which they are already gathering and align one’s brand with those topics or causes.”
We’ve been discussing this idea a lot lately at Amway. This year, we celebrate 10 years of the Amway One by One Campaign for Children, and a milestone of helping 10 million children. This campaign, which started as a corporate initiative, has evolved into a grassroots movement that rallies Amway people around different children’s causes in hundreds of communities across the globe.
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