How UPS, P&G and Southwest Airlines spark 'brand movements'
The crowning achievement for a marketer is when a brand evolves into a movement, when a product or service becomes a unifying symbol for a tribe of followers that, in the best cases, just keeps growing. For Nike, it was hardcore athletes. For Harley-Davidson, it was freedom-seekers. For Apple, it was a different kind of computer user.
"For a brand to be considered a movement, it has to transcend the product," says Stephen Denny, a brand strategist and marketing consultant based in Santa Cruz, Calif. "It's almost as...