“Insead of marketing and advertising being focused on the individual, marketers must learn to understand and relate to people in interconnected groups; instead of convincing people to believe an ad message, marketers must try to tap into what it is that people already believe and care about…” said Scott Goodson, author of “How to Build a Brand and Change the World.”
Goodson touches on how marketing, thanks mostly to social media, can make a positive social change if the interaction between companies and consumers is effective.
In his book, he gives tips on how nonprofit brands can easily interact with people by way of technology and sheds light on the importance of staying in tune with cultural and social movements.
For more on Scott Goodson’s book about nonprofit branding, follow the link below.
Branding Social Change? [Stanfod Social Innovation Review]
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