Based in New York, is the founder and CEO of StrawberryFrog, the legendary Movement firm working with the leaders of companies such as Mahindra, Google, Emirates, PepsiCo, SunTrust Bank, Trust, and Walmart. From his offices in the Empire State Building, he planned this new book #ActivateBrandPurpose as COVID descended into NYC working with veteran strategic leader Chip Walker. The book introduces the idea of Movement Thinking™, helping CEOs, CHROs, CMOs, CSOs and CFOs move from purpose strategy to action. Which is especially relevant as companies look to the future beyond COVID.
Scott's first book “Uprising: How to build a brand and change the world by sparking Cultural Movements'' (McGraw Hill 2012) was a bestseller, bringing the idea of "Movement Marketing" to the world a better way for brands to grow. For 25 years Scott has helped leaders galvanize people and organizations around shared purpose via 'Movement Thinking' to achieve competitive advantage. He has lectured at Harvard Business School, Cambridge University and appeared on BBC, CNN, CNBC and in Fast Company, INC Magazine, the Wall Street Journal, The Financial Times, The Economic Times, and Harvard Business Review.
Goodson started his advertising career in Stockholm, Sweden, launching Bjorn Borg’s fashion line and is of a group of marketers who emerged from the Swedish advertising industry in the late 1980s and 1990s. His peers include other Swedish creative thinkers who have broken out on the world stage. The inventiveness and visual style of this marketing did much to shape the evolution of contemporary advertising. Goodson and his cofounder Karin Drakenberg moved to Amsterdam in the late 1990s to start StrawberryFrog with the launch of the small two-seat smart car as their founding client along with IKEA and Ericsson Smart Phones, the world leader at the time.
“Goodson wrote the global movement strategy and motto for Emirates entitled 'Hello Tomorrow' and with those words came an idea, not just for an ad campaign, but for what Goodson has coined a “cultural movement,” in which, through powerful storytelling, words, images, music and film, Emirates Airline would be shown as the catalyst for connecting a new global culture—not a culture of flatbeds, stellar service and in-flight meals but one of shared aspirations, values, enthusiasm and dreams. The power of a movement can change habits and rally millions. Goodson did the same with 'Make History' motto for Jim Beam; and he also wrote the movement strategy and motto 'RISE' for the Mahindra Group.
For SunTrust Bank, Goodson penned the 'onUp' cultural movement about confidence and determination for millions of Americans who feel stuck in financial stress. It launched on Super Bowl 50. By January 2017, over 1 Million people had joined the onUP movement.
Goodson launched a new city for the Government of Dubai, the new 145 km2. master-planned city developed in partnership with the emirate of Dubai. The city is designed to be a "smart" and sustainable city and a pivotal hub in the global economy. Goodson penned both the name Dubai South and the tagline of the "City of You", with his agency chosen on the back of Goodson's previous work for Emirates Airline’s ‘Hello Tomorrow’ creative idea and EMAAR's Downtown Dubai ‘Centre of Now’. His campaign features the work of illustrator Mats Gustafson, who created original watercolour sketches that capture Dubai South’s people-centric approach city living.
Goodson is also the author of Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements.
