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branding

Summarizing the Sustainable Brands Boot Camp

03.04.2010
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Now that the Sustainable Life Media’s Sustainable Brands Boot Camp* has concluded, I’d like to reflect on the experience.
The Boot Camp confirmed for me that content trumps form. SLM labeled the Boot Camp as an “introductory course for executives and managers seeking to understand how to step up to today’s market demands and learn to build [...]

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Review: “Chief Culture Officer: How to Create a Living, Breathing Corporation”

01.08.2010

If a company truly wishes to satisfy its customers’ needs and does its due diligence in market research, social and cultural factors will emerge as critical. To say that a company’s success is tethered to its ability to detect and adapt to changes in broader culture may seem redundant. Yet that’s part of the argument [...]

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Applying positive psychology in marketing

01.04.2010

Positive psychology keeps cropping up on my radar, whether it be through works like Flow: The Psychology of Optimal Experience or the “Stiglitz Report”. In a nutshell, if traditional psychology deals with pathologies of the human psyche like mental illnesses, positive psychology focuses on human strengths and virtues, studying ways to enrich individuals’ lives. What would [...]

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Cause marketing and social sustainability, Part 2

12.16.2009

Even though from the social sustainability standpoint its shortcomings outweigh its advantages, cause marketing has its place in fostering the social sustainability of business. You will do well by doing good.
Using cause marketing for enhancing your company’s People bottom line will require a few adjustments, however. These adjustments will 1) shift the definition of cause [...]

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Cause marketing and social sustainability, Part 1

12.15.2009
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With the holiday shopping season nearing its holy climax, what better time to evaluate from the business perspective the viability of cause marketing for social sustainability. Does cause marketing work? How to get the most from it?
Define: Cause marketing
Cause or cause-related marketing is a company’s “marketing effort creating a public association with a social or [...]

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Objections? Play into them!

12.08.2009

It happens: something about you or your product raises eyebrows, turns noses, or raises other objections. There are a number of ways to overcome objections (interestingly, online articles on overcoming objections typically relate to network marketing). I believe the best way to overcoming objections to your self, your product, or your company is to play [...]

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Positioning from the systems-thinking perspective

12.03.2009

Positioning = “the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization; relative competitive comparison their product occupies in a given market as perceived by the target market” –Branding Strategy Insider
Systems thinking = “an understanding of a system by examining [...]

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Word-play business names

12.01.2009

Having recently worked on a brand-naming project, my eye has been attuned to company names around me. Out of the many, the ones using word play have stood out.

Pun: The Title Wave is Multnomah County Library’s used store, selling “books, audiobooks, CDs, DVDs, videos, magazines and cassettes at bargain prices”. I keep hoping they’d sell [...]

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The Velvet Revolution and the power of symbols

11.17.2009

Twenty years ago today, a peaceful revolution swept over Czechoslovakia, the country of my birth, launching the overthrow of the communist government and continuing the wave of events triggered by the fall of the Berlin Wall. I turned 13 that winter; the event remains the formative macro-historic event of my life. Aside from the emotions [...]

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