From the category archives:

Sustainable marketing

Improving environmental sustainability of marketing communications

12.21.2010

With one eye on the end of the year and the other on the custom of paying all the year’s debts by New Year’s Eve, I looked back on my blog posts over the course of the year. It turned out I still needed to post a recap of my mid-year series on improving the [...]

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Describe, command, ask: The 3 types of taglines

10.27.2010
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Each type of tagline has its pros and cons (see also this alternative tagline classification). Descriptive taglines Descriptive taglines describe the brand or product: ‘what we do’ (“We bring good things to life.” –General Electric), ‘who we are’ (“The happiest place on earth.” –Disneyland), product features (“Melts in your mouth, not in your hands.” — M&Ms.), product uses [...]

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Tagline is as tagline does: A classification

10.26.2010
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The process of creating from scratch a brand for my new venture GoodBookery got me thinking about taglines. Should you or shouldn’t you use one? If you decide to go for it, what kind of tagline should it be? And, how do you create a great tagline? “The idea behind the concept is to create [...]

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This blog post is a success: On lazy event marketing

10.20.2010
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If I ever had my own “What Really Grinds My Gears (in Marketing)” segment, the first one would be about the statement, “XYZ event a success!” It seems that all too often in post-event announcements, events get to be declared a success simply by virtue of having taken place. Sure, you put a lot of [...]

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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. *** 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 [...]

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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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