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The strongest brands represent something bigger than the products they sell, as we have seen in various examples of social movements. They are in unity with the public sector, the population groups who have banded together against a common enemy that poses a social problem (such as child mortality, equality for women, elimination of trachomas). Saul Alinsky in his book Rules for Radicals: A Pragmatic Primer for Realistic Radicals describes a successful social movement and makes identifying the common enemy the key to any successful social movement.

Marianne Blamire, Global Chief Strategy Officer at MullenLowe Salt, based on her experience helping brand promotion, offers a list of the ways brands can use to create a movement:

1. Go beyond the brand: Focus on the social purpose itself and on a measurable outcome that is ideally aligned with the Sustainable Development Goals. Not only will this inspire consumers, but it will also attract competing brands and partners from the public and private sectors.

2. Identify a specific problem and set a hunt group: Imagine a desired result in ten years, for example, B. “In five years we have reduced child mortality from x to y and mobilized z millions of people to work on this problem.” Combine education with inspiration so people will have a tangible understanding of what to do as soon as you take them up have drawn attention to the problem.

3. Make the problem human and simple: Remove jargon, make the complex simple and the simple convincing. Make it relevant to normal life. Inspire people to care about the topic as much as you do.

4. Identify the participants and a plan for engagement: You need broad support from the grassroots as well as top-class supporters. For whom is your problem important and how? Can you align with their values ​​(if a celebrity), guidelines (if government), and existing programs (if an NGO)? How is your brand going to educate and engage every audience?

5. Specify several ways to participate: Movements are emotional and communal, but people interact in different ways. For this reason, always make a selection, e.g. Such as viewing and posting on social media, accepting donations, attending events, volunteering, and user-generated content. Shaking the public up on a hidden issue like mental health can destroy social stigma and be of great educational value if done sensitively. So don't underestimate the power of online content and television. People can move up the stairs when they deepen their interest and engagement.

6. Transfer of power to partners and consumersso they share ownership. In a public health context, it is important that the movement go beyond your brand as the issues are far too complex and systemic to be addressed in isolation. Failure to recognize this complexity can damage a brand's credibility and make valuable efforts unsustainable due to the budget and resources required to maintain it alone. Partners such as NGOs offer behavior change expertise and methods to create depth that is harder for brands to reach.

7. Be transparent about the trip: People want to know if progress is being made and what the brand is doing to increase the pace. It is authentic to explain how difficult the journey will be – that is why it is a mission. Be open to learning from consumer interaction and adjust appeals accordingly.

Contribution to Branding Strategy Insider by: Myriam Sidibe with permission from Routledge. Extracting and Adapting Brands on a Mission, How to Achieve Social Goals and Business Growth Through Purpose.

The Blake Project can help you define and develop your branding purpose and create a social movement.

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding

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