Posts tagged as:

authentic-marketing

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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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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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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Email and your sustainable marketing mix, Part 2

02.18.2010
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Email predates the Internet. Decades of experience make it hard to say anything new or non-trivial about it and how to use it for marketing. But what about sustainability? Now that you know that email can be nicely integrated into your sustainable marketing mix, how do you actually do it?
As I outlined in my post [...]

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Sustainable Brands Boot Camp report: Green marketing done right

02.17.2010
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Last Friday’s Sustainable Brands Boot Camp session* focused on green marketing. My favorite green marketer, Jacquie Ottman, gave her version of green marketing done right.
Though my post-modern self would prefer to say “successfully” or “effectively” instead of “right”, Jacquie’s version of green marketing follows the basic rules of marketing regardless of its hue:

Get the product [...]

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Email and your sustainable marketing mix, Part 1

02.16.2010
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A recent question on LinkedIn Answers – Direct Marketing asked: “E-mail marketing – redundant direct marketing tool?” All 11 respondents, including mine, answered largely in the negative.
The ascendancy of social media spells anything but death of email. On the contrary, email marketing can be effective as a direct marketing tool, though its emphasis has shifted, [...]

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Eco-labeling vs. greenmuting: What’s right for you?

01.13.2010
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A while ago someone asked me whether my business card was printed on recycled paper. Yes, it is, I replied. Why, then, the response went, is there nowhere on my card a corresponding symbol to be seen? And, What if, when deciding whether to keep the card or do business with my company, a prospect [...]

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Greenwashing lives!

01.10.2010

Just when I thought greenwashing is so last decade, two things happened:

I discovered The Greenwashing Blog through its sarcastic post “How to greenwash in four easy steps”. Fun stuff.
Sustainable Life Media offered me a press pass for the upcoming (Thursday, January 14th) daylong virtual conference “Sustainable Brands In Focus: Building Credibility, Avoiding Greenwash”*. Looking forward to it.

I’m [...]

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