It seemed to get off to a slow start, on September 17th. Those who are
tired of the financial crisis started encouraging others to bring a tent and camp out on Wall Street. I didn't pay attention at first, in fact I don't think many did.
But then it started growing, so I started keeping track. And reading, and watching, and witnessing history in the making. This movement (yes, a movement) of a few people really took on critical mass. It even started feeling like a brand. With signage and twitter hashtags and brand advocates coming out of the woodwork. An entire brand experience unfolding before our eyes.
There was one slogan that actually even got me: "There's a 99% chance that you are one of us!" WOW - if that's not a brand rallying cry, then I don't know what is! Every good brand has an emotional call to action. This one is among the best I've seen.
They say they are tired of 1% of the population making all the decisions and reaping all the rewards. They are not feeling the love or feeling that the economy is getting better and they want to change it -- and they carry the hope that they will change it. They want a voice, I just hope the voice stays true and peaceful.
As the "brand" grows, now there are t-shirts and a global movement (yes, a movement) to #unite around the world on a single day. It's all set to happen on 15O - October 15th. Not just Wall Street NYC anymore, but 71 countries and 719 cities. All on the same day. United for #globalchange.
Is everyone in it with the same mission and values, no. I just hope it doesn't get out of control ... filled with people who just want the spectacle and not the cause. But it is amazing to watch something start out small, grow, and then become a branded force. I don't know that I've ever seen anything quite like it. From a marketing perspective, it's quite the case study.
Stay tuned, stay safe. Please. What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect