Campaigns vs. Movements
June 14th, 2006
Let’s think for a moment about the old advertising model (campaigns) and the new word of mouth model (movements).
Campaigns have a beginning and an end. Movements go on as long as kindred spirits are involved. Campaigns are part of the war vocabulary. Movements are part of the evangelist vocabulary. Campaigns are dry and emotionally detached. Movements are organic and rooted in passion. Campaigns rely on traditional mediums. Movements rely on word of mouth. Campaigns are part of the creationist theory. Movements are part of the evolutionist theory. Campaigns are you talking about yourself. Movements are others talking about you. Campaigns add to awareness. Movements add to credibility. Campaigns are “you vs. us.” Movements are “let’s do this together.”
Do you have anything to add to the list?
Other posts by Spike.
cheryl says:
No . . . nothing to add but I totally agree. In the process of watching a movement unfold.
June 14th, 2006 at 12:41 pmAnonymous says:
Campaigns vs. Movements…
Spike Jones express differences between campaigns and movements very wisely. I impressed it, must read post…
June 17th, 2006 at 10:00 pmNedra Weinreich says:
Campaigns are static. Movements move. Nobody wants to have a campaign directed at them, but people want to become part of a movement that’s larger than themselves — and to invite their friends to join them.
Great post!
June 18th, 2006 at 1:39 amMartin Gould says:
Campaigns are about selling products. Movements are about changing culture.
Great website. Wonderful work.
June 19th, 2006 at 7:08 amJeff Brooks says:
Yes … but … we don’t control movements! Need control! Must have control! Must do campaigns!
June 20th, 2006 at 3:22 amServant of Chaos says:
Interesting! Campaigns are cool, movements are authentic. Campaigns are about you (individual), movements are about where YOU belong. You have turned my brain on!
June 20th, 2006 at 5:18 amServant of Chaos says:
Where do you belong?…
The question of what is cool has kept me thinking now for a couple of days … and interestingly has begun popping up everywhere I look. I was checking out John Moore’s Brand Autopsy blog and saw some links through…
June 20th, 2006 at 5:55 amPiero says:
I agree completely. Last night my company - The Whisper Shop, ran an event called Sneakerology for our client DC. Sneakerology is not a campaign. Sneakerology is the brand “living” in an authentic manner. Sneakerology is not trying convince consumers of anything. It’s role is expose potential customers to different aspects of the DC brand in an environment that benefits them. It’s a movement not a campaign
June 21st, 2006 at 3:42 pmMichael Wagner says:
This is a helpful distinction to wrestle with.
From an American history perspective and illustration of a movement comes in what is called the Laymen’s Prayer Revival that began in the years prior to the Civil War. Usually dated with a start of 1857.
It’s unique quality is that it had no leaders. No famous preachers or denominational leaders were leading it. And yet, US historians of American chruch history consider it one of the most widespread movments in our history.
Thanks for raising this distinction. Good posting
Thanks for enlarging the conversation.
June 21st, 2006 at 5:20 pm» Campaigns vs. Movements says:
[...] This article has a very real relevance in fashion. We’re trying to create a movement - a consumer driven and (partially) led one. [...]
June 22nd, 2006 at 11:01 pmfluido says:
The best interpretation of what is happening nowdays.
thank you
June 23rd, 2006 at 5:27 amDonor Power Blog says:
Are you a campaign, or a movement?…
I know of a few nonprofits that like to think of themselves as “movements” — but very few of them actually are. The Brains on Fire Blog takes a nice look at the difference in Campaigns vs. Movements: Campaigns have…
June 28th, 2006 at 4:31 amJamie Niessen says:
If markets are conversations, then movements are the markets talking in unison. Correspondingly, campaigns are individuals trying to talk over others, desparate to be heard.
This is EXACTLY what we’re trying to do with our start up.
June 28th, 2006 at 9:51 amfluido » Blog Archive » Sui vecchi e i nuovi modelli di advertising……. says:
[...] Non posso fare a meno di riportarvi questa illuminante riflessione di Spike Jones, firestarter di brains on fire, perchè rappresenta quello in cui credo fermamente e traccia la direzione del futuro…. [...]
July 2nd, 2006 at 6:14 amciup says:
campaigns camp, movements move
July 3rd, 2006 at 12:40 pmDaleDickins says:
Very, very interesting distinctions. A campaign has a manipulative twist to it, intended to force a will onto something… whereas a movement is like a wave where ideas are surfed, ridden and passed on.
October 17th, 2006 at 5:13 am