Purpose Is Dead, Long Live Movements! is a seminal work by marketing thinker Scott Goodson. The book presents a core insight: in today’s society, it is no longer sufficient for a brand to merely have a “brand purpose”; it must go a step further—by creating or integrating into “cultural movements” that ignite consumer emotion and action. Through rich case studies and frameworks like the “Four M’s,” the author explains how to transform a brand into a dynamic force that unites communities and drives change through shared values and a sense of participation, thereby opening up a new strategic dimension for modern marketing.

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