Movement

You can't just call your brand a movement and expect to be an actual movement.

You need to be moving somewhere.

Scrap that, not just moving. Moving people. Lots of people. Or maybe just a few. Maybe even just one! 

People need to be saying wow they 'moved' me. 'I and the people around me will never be the same again'. That's a movement.

It's kind of like a CEO saying: 'We have a service culture' and noone is served. Or 'Integrity and honesty are two of our key values' and everyone lies. Or 'We are a technology first company' and everyone is lost in spreadsheets.