How To Transform Your Brand Into a Movement

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 Pepsi Refresh, a social platform that awarded grants to good causes. It’s social KPI metrics soared.

 a massive failure. Sales dropped by 5% and Pepsi lost market share. The truth is that simply adding followers on social media is unlikely to create a community of purpose. To succeed in the social arena, strategies need to be grounded in social dynamics and network science, not conjecture. Here’s how:


Saul Kaplan was obsessed. A self professed “innovation junkie,” he was intensely interested in how to catalyze transformation in industries and communities. After more than 20 years of consulting for Fortune 500 companies, however, he found that most efforts to create change in organizations did little more than tweak around the edges.

 Business Innovation Factory (BIF), a non-profit organization, in order to transform Rhode Island—and eventually the entire country—into an innovation platform.

 Clayton Christensen, Zappos CEO Tony Hsieh and author Daniel Pink mix with an eclectic assortment of social entrepreneurs, educators and corporate executives.

Step 2: Create Hackable Platforms internal linkages. You must build in before you can build out.

experience labs, which are real world spaces for developing and testing innovative new models. The second is the annual BIF Summit, which is a TED-like event where presenters share stories about their passion projects.

Step 3: Find A Balance Between Cohesion And Diversity

 Orange Revolution. What started out as a small group of student activists eventually grew into a vibrant political movement that not only overthrew the political order of the country, but the entire region. The reverberations of those cold November days are still being felt today.

 how disruption happens.

 study of currency traders, researchers at MIT found that the most successful performers worked within a core group, but also diversified their sources of information. Other studies of star engineers at Bell Labs and of informal company networks found much the same thing.

Step 4:  Create Genomes of Belief 1.5 gigabytes of data, barely enough for a full length movie. Its genius is that rather than try to specify features of our biology, it provides us with rules for adaptation. First, for chemical gradients in the womb and later for the outside environment.

 must cater to strict vegetarian diets. Cosmopolitan magazine thrives even in Islamic countries, where attitudes toward sex differ markedly from the US. Yet in both cases, the brands remain faithful to their core values.

 genome, but leaves it up to its network of innovators to interpret how to bring it to life.

Step 5: Sustain Passion At Scale Moisés Naím explained inThe Atlantic, even the most passion fueled street protests usually fizzle out. Others, like the Orange Revolution and the Arab Spring, initially succeed but then falter when the time comes to do the hard work of implementing change.

growth kills their business. Those heady, early days turn out to be not the prologue, but the denouement. Success, all too often, breeds failure.

 Scaling Up Excellence, Stanford’s Bob Sutton and Huggy Rao argue that much of the problem has to do with Catholic vs. Buddhist approaches. “Catholic” organizations seek to create a strict doctrine of beliefs and practices. “Buddhist” ones are more open ended, providing guiding principles, but leaving details open to interpretation.

 lost support. Yet some brands are able to find a happy medium. McDonald’s and Cosmopolitan magazine are not only cultural icons, but fabulously successful across cultures.

 Daniel Dennett put it, “A scholar is just a library’s way of making another library”.