Posts tagged as:

brand-management

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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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 [...]

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Book 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.
The [...]

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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 [...]

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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. Free [...]

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Micro-communities and ultra-niches as substitutes for community

09.07.2009

Community is a big, daunting concept tossed around everywhere these days, including on this blog.  To succeed in today’s business and to make it sustainable, you must build community, in a wider sense and around your brand. But how do you build community from scratch? How do you engage in existing communities where your target [...]

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Servant leadership in internal sustainable marketing

07.30.2009

I recently attended a talk on servant leadership by Geoff Guilfoy, Executive Professor at Willamette University’s Atkinson Graduate School of Management. As I sat at Willamette U’s Portland Center, I realized that servant leadership aligns with sustainable marketing and its social bottom line.
Servant leadership centers on people and building healthy relationships with them. People are [...]

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The analog path to sustainable marketing

07.06.2009

When I was growing up in communist Czechoslovakia, we’d dry the clothes on the line out on the apartment’s balcony; we didn’t have a dryer. For a good while, our clothes would retain the scent of breeze, captured in the fibers. At our weekend cabin, we composted all the green yard waste and food; cow [...]

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Take control of your marketing

06.17.2009

A recent New York Times Happy Day Blog post reminded me how the need to be in control and actually being in control matter. Research has demonstrated that when people lose control over their situations, they get depressed, stressed, and sick. The need to be in control is so strong that people are prone [...]

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