From the category archives:

Sustainable marketing

Conversation as a driver of social sustainability

09.02.2010
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This is my contribution in “Age of Conversation 3: It’s Time To Get Busy!” (emphasis added for this post). Read more about the project, or, even better, buy the book now.
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Social sustainability gets short shrift in branding. Reasons abound: it’s hard to define and measure quantitatively; it’s intangible, processual, and complex; it’s not as sexy [...]

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What does sustainable design mean to me?

08.12.2010
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I have mentioned AIGA Portland’s event “SHIFT: A Green Salon” a couple of times, here and here. The group’s sustainability committee puts on the awesome pecha kucha to spotlight answers to the titular question. At each SHIFT, 10 designers, marketers, scholars, practitioners, or students present, in 5-minute talks, their ideas, thoughts, and solutions across a [...]

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Open eyes, mind, and heart in marketing

07.29.2010
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As my new venture takes shape (more on that in the coming weeks), I read a lot about startups. Amid the predictable stream of advice about the need for a “single-minded, uncompromising obsession with One Thing” (via War Room), the most intriguing case studies showcase companies that set out to offer Product A and ended [...]

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Replenish what your marcom consumes

06.09.2010
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This is the eighth and final post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce; Reuse; Recycle. Today: Replenish. A summary post to follow soon.
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The final phase in your effort to green-up your marketing communications program is Replenish. In Replenish, you recognize, acknowledge, [...]

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The (un)metrics of sustainable marketing

05.31.2010
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This is the first in a series on sustainable marketing measurement, code name Metrics Monday. Today: An introduction.
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“You can’t manage what you can’t measure.” –management meme, source unknown, possibly Peter Drucker or Robert Kaplan
“Not everything that can be counted counts, and not everything that counts can be counted.” –Albert Einstein
“Organizations exist to create value, and not [...]

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Do-It-Yourself collateral? Make some!

05.27.2010
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As much as I expect to frequently encounter manifestations of Portland’s DYI culture, I can still get surprised. Take Jayne Cronlund’s hand-made business cards: on the front, a watercolor motive and hand-written name of her new business (Flourish does leadership coaching and training), and hand-written on the back her name, phone number, and email.
As a business [...]

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Turn your business into relational infrastructure

05.19.2010
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Pardon my jargon, but that’s the best thing your sustainable business can do to honor your commitment to the People bottom line. It means you must become the center of a network by creating one. It means bringing together people who wouldn’t otherwise meet or even talk to each other and showing them they can benefit [...]

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Are you relevant?

05.18.2010
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A couple of weeks ago I decided to get more out of Twitter. I had seen a follower’s tweet lead to record traffic to one of my passion projects – “The Portland Bottom Line” – whereas the same tweet by me generated perhaps a third of that number. Now, the follower in question has about a fourth [...]

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To build or not to build a brand community?

05.13.2010
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CV Harquail has stirred the social sustainability pot with a provocative post “3 Reasons why employee engagement is a scam”. In my comment, I opined employee engagement is a scam only if done instrumentally, i.e. if it’s being employed as a tool with an ulterior motive. If employee engagement is an expression of a company’s identity, [...]

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