Facing many CPG brands is a movement where consumers are taking more control--there are four diet soda brands in the top 10--and pushing back on conceived notions on what "permission" they should give to brands.

FORBES: Magazine Article

Yet, unlike cable, there hasn?t been a successful movement to give the consumers the kind of flexibility which OpenCable has the potential to do.

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The idea is for a brand to discover an issue or idea that really matters to consumers, then help build a movement behind that idea.

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At Cargill, higher beef prices "could result in some movement, by some consumers, to other proteins, although we're hopeful weather, pricing and consumer desire results in keeping with tradition for the next several weeks, " said spokesman Mike Martin.

WSJ: Retail Beef Prices Expected to Rise

Clever campaigns combined with new approaches- such as Cultural Movements which center on communication between brand and customer, can turn occasional buyers into loyal brand followers and active provocateurs in a movement that turns other consumers into the same.

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Since then, fans of the movement's Facebook page have urged consumers to continue moving their money.

WSJ: Customers to Banks: It's You, Not Me

And the local-food movement's aims, of course, contradict those of the Fairtrade movement, by discouraging rich-country consumers from buying poor-country produce.

ECONOMIST: Ethical food

The pioneer in the Greek yogurt market was Fage, behind them came Chobani who rode a cultural movement for health to build a massive brand, and passionate consumers (fans) in record time.

FORBES: The Yogurt Wars

When you look at what consumers could gain and not just what banks would lose, it becomes a positive movement with long-standing legs.

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