How IKEA, Pampers, and Visa Turned Marketing Into Cultural Movements
with Scott Goodson, Co-founder of StrawberryFrog
Audio Only
Episode Description
Brand strategy is changing. The brands creating lasting growth are not just running campaigns, they are building movements that people want to join.
In this episode of StrategyCast, Lori Jones sits down with movement marketing pioneer Scott Goodson, founder of StrawberryFrog, to explore why movement thinking is replacing traditional advertising and how organizations of any size can rally customers, employees, and communities around a shared idea. Through real-world examples from IKEA, Pampers, Visa, Smart Car, Northwell Health, Mahindra, and FourLeaf Credit Union, Scott explains how the world’s most successful brands create cultural momentum that drives long-term business growth.
Listen & Learn
- Why movements pull people in while advertising pushes messages out.
- How IKEA transformed furniture into a lifestyle movement instead of simply selling products.
- The two-word strategy that helped Pampers redefine its brand around baby development.
- Why every business, including B2B companies, healthcare organizations, banks, and technology brands, can build a movement.
- How identifying authentic cultural tensions creates stronger positioning than traditional messaging.
- Why purpose statements often fail, and how movement thinking turns purpose into action.
- How Visa is using AI-powered personalization to create movement marketing at global scale.
- Scott’s prediction for how AI will separate movement-driven brands from companies still relying on traditional campaigns.
Guest Bio
Scott Goodson is a titan of the global advertising industry. As the co-founder of StrawberryFrog with offices in Europe, Asia, South America, the Middle East and New York, he transformed the agency into a worldwide powerhouse through a philosophy of Movement Marketing. He is the visionary behind some of the most enduring brand ideas in history, including Emirates Airline, Google, Heineken, Jim Beam, Bluetooth, Smart Car, Truist and Northwell. He has been awarded top awards at the Cannes festival and D&AD awards.
Scott is the thought-leading expert, bestselling author, his foundational work in Movement Thinking, the idea that the most powerful brands don’t advertise at audiences but ignite shared purpose, has redefined how global companies approach culture, creativity, and growth. His seminal work, the best seller “Uprising” first defined Movement Thinking, the discipline of turning brands into cultural forces that build a community of passionate advocates. His second book Activate Brand Purpose is a powerful, thought-provoking guide that redefines the way we think about leading a company in these times and how to motivate employees towards positive business outcomes by activating purpose with Movement Thinking.
His agency is ranked among the very best and continues to challenge conventional thinking, working with the world’s most ambitious companies to replace jargon and bureaucracy with breakthrough strategy, exceptional activation, and measurable outcomes.
Share:
Crush Your Marketing Strategy with Just a Few Minutes a Week!
Receive a weekly marketing podcast episode, clips, resources, and more to help you master your marketing strategy.*
* By submitting this form, I agree to the Terms of Use and Privacy Policy, including the transfer of data to the United States. You’re free to unsubscribe at any time.