In an Era of Cultural Movements, do you want to be the “establishment” brand?

Cause marketing is growing. Movements are afoot. Our culture is changing. The “establishment” is considered by many to be evil—or at least irrelevant. And cultural movements and cause marketing become more amplified in an election year cycle when stoked by the masses. It’s an unfolding of history before our eyes and it’s an opportunity for marketers to learn the nuance of positioning and selling during an era of cultural movements.

Consider that if you don’t respond to cause marketing and a shift in culture, you could become the “establishment” brand. There’s nothing wrong with that, and maybe that’s exactly where you should be. But make sure you know the values of your audience, and evaluate if being an “establishment” brand is the lane you want to be positioned in.




Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.