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Peter Korchnak

What do you care about?

03.11.2010

Rainy days like today make me pensive. This Theodore Roosevelt quote keeps bouncing around my mind:
“People don’t care how much you know until they know how much you care.”
And they don’t care what you know until they know what you care about.
It’s the difference between what you do and who you are. The difference between [...]

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Once more unto the eco-labels breach

03.09.2010
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I spent part of last weekend catching up on my eco-labels. Several articles and a virtual conference nicely cleared up a cloudy Sunday afternoon and, at least partly, my persistent doubts about marketing with eco-labels.
Do eco-labels matter?
Yes and no.
It’s no news there are too many eco-labels polluting the market landscape, leading many consumers to question [...]

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Are we connected?

03.08.2010

While this website is my online base, I maintain outposts on three other social media sites: LinkedIn, Twitter, and Facebook. I invite you to connect with me on any or all of these sites to share the online experience.
LinkedIn

The better LinkedIn gets, the more I get out of it. Though progress has been slow, I particularly appreciate the [...]

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Review: “The High-Purpose Company”

03.04.2010
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If books were nails, Christine Arena’s The High-Purpose Company would be one in the the coffin of corporate social responsibility (CSR) as commonly understood and debated. No company is perfect and no company will ever be - it’s companies that make their purpose invaluable to them and take responsibility for their actions that are truly responsible.
Arena dubs such companies [...]

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Summarizing the Sustainable Brands Boot Camp

03.04.2010
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Now that the Sustainable Life Media’s Sustainable Brands Boot Camp* has concluded, I’d like to reflect on the experience.
The Boot Camp confirmed for me that content trumps form. SLM labeled the Boot Camp as an “introductory course for executives and managers seeking to understand how to step up to today’s market demands and learn to build [...]

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How to rethink marketing for the Planet bottom line

03.03.2010
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This is the fourth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement, Part 1 and Part 2; and outline of a model. Today: Preliminary thoughts on rethinking marketing.
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The model for maximizing the environmental sustainability of your marketing communications expands the common Reduce – Reuse – Recycle triad on both front and [...]

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Blogging elsewhere

03.02.2010

Republished posts (oldies but goodies)

“Measuring the environmental impact of marketing communications”, Sustainable Brands Weekly
“Eco-labeling vs. greenmuting: What’s right for you?”, 3BL Media Blogs and GreenBusinessAfrica.com

Side projects

Beyond 2020 Sustainability Unconference, PortlandBeyond2020.com

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Review: “Undercover Boss”

02.26.2010
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Since sampling a couple of episodes of The Real World back in the early 1990s, I’d had no desire to see another reality TV show. I lasted 17 years, until Undercover Boss. The show’s connection to social sustainability and internal branding is what swayed me; in other words “it’s for work”.
In the show, a large corporation’s [...]

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Sustainable Brands Boot Camp report: Designing communications that resonate

02.22.2010
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Effective marketing starts with people. Because understanding your customer is crucial for the success of your sustainable brand, John Marshall Roberts devoted most of his Sustainable Brands Boot Camp session* to psychology and the understanding of your audience’s worldview. To design effective communications you must understand how your audience makes sense of the world — [...]

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