Posts tagged as:

brand-management

Conversation as a driver of social sustainability

09.02.2010
Thumbnail image for Conversation as a driver of social sustainability

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 [...]

2 comments Continue reading →

To build or not to build a brand community?

05.13.2010
Thumbnail image for To build or not to build a brand community?

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, [...]

2 comments Continue reading →

Review: “Undercover Boss”

02.26.2010
Thumbnail image for Review: “Undercover Boss”

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 [...]

0 comments Continue reading →

How to communicate rate increases: Waterknot

11.14.2009

Once you clear the hurdle of setting the rate for your business-to-business services, the challenge you will surely encounter is raising your rates. Perhaps you’re shifting to serving a different market; or you haven’t changed your rates in a while and inflation has caught up with you; or you’ve learned a new skill. Whatever the [...]

0 comments Continue reading →

Review: “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes”

10.16.2009

If you’ve been reading this Blog for a while you know I champion storytelling as a prime (socially) sustainable marketing tactic. As an aspiring storyteller I know that only a handful of possible story lines appear in mythology and literature. Archetypes, therefore, interest me greatly, and so did a book about using them in branding. [...]

1 comment Continue reading →

Creating buzz with special events: National Hockey League

10.01.2009

I’m excited! The 2009-2010 National Hockey League season starts today. It’s promising to be another awesome season, with teams having rearranged their lineups last summer to compete, over 82 regular season games and four grueling playoff rounds, for the ultimate sports trophy, the Stanley Cup. Whether you’re a hockey fan or not, the NHL offers [...]

1 comment Continue reading →

Why does Portland heart Free Geek and the Rebuilding Center?

09.12.2009

You can’t live in Portland and not know about Free Geek and The  ReBuilding Center. Sustainable businesses can learn a lot from these two nonprofits and their (un)marketing. What makes these two organizations such local darlings? Free Geek is a nonprofit community organization that refurbishes and promotes reuse of used technology donated by the community. [...]

0 comments Continue reading →

← Previous Entries