424. Scott Goodson. Brand Purpose.
Scott Goodson
August 13, 2026
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In this episode, we speak with Scott Goodson, founder and chair of StrawberryFrog, a global creative agency with offices across Europe, Asia, South America, the Middle East, and New York. Goodson developed movement marketing over three decades of client work and co-authored Activate Brand Purpose with Chip Walker in 2021. The conversation focuses on how the framework operates in practice, including how to identify a nemesis, sustain a movement over time, and use AI to scale engagement without losing the personal quality that makes movements work.
Key topics from the episode:
Why movements require a named nemesis, not just a positive mission, and how that sharpens market positioning
The distinction between advertising (paying to place an idea) and movement (mobilizing people who already share a belief)
The internal organizational work required to keep a galvanizing idea alive past its launch
Scott Goodson is an innovative thought leader, author, and co-founder of StrawberryFrog, a worldwide powerhouse with offices across Europe, Asia, South America, the Middle East, and New York. He is the visionary behind some of the most enduring brand ideas in history, including Emirates Airline, Google, Heineken, Jim Beam, Bluetooth, Smart Car, Truist, and Northwell, and has been recognized with top honors at Cannes and D&AD.
A bestselling author, Scott pioneered Movement Thinking: the idea that the most powerful brands don't advertise at audiences but ignite shared purpose. His seminal book Uprising first defined this discipline, and his follow-up Activate Brand Purpose brought it inside the organization, showing leaders how to motivate people and drive growth by putting purpose into action.
StrawberryFrog continues to challenge conventional thinking, partnering with the world's most ambitious companies to replace jargon and bureaucracy with breakthrough strategy and measurable outcomes.
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