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identity-marketing

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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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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Green as a luxury? Premium pricing and conspicuous consumption

12.14.2009

A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead decide with their pocketbook based on price and value. In other words, green* is a luxury these days, for homes and I suspect for many [...]

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Design and build with lovability in mind

11.25.2009

My recent challenge to coin the one rule of sustainability yielded more than 100 responses. The Wordle of all the submissions revealed a slant among the definitions toward energy.
Sustainability, meet lovability
A few days later, I read this passage in Wayne Curtis’s article in The Atlantic:
Two years ago, at a conference on traditional building held at [...]

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Applying the product evolution model to sustainable marketing

11.16.2009

Your sustainable brand’s “green” product competes within a product category, like household cleaners, interior paint, or iced tea. Each brand in your category differentiates its product differently as it passes through its life cycle; you are likely to emphasize your product’s low environmental impact or health benefits.
Competition between individual products is just one part of [...]

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Book review: “Bowling Alone: The Collapse and Revival of American Community”

11.06.2009

Robert Putnam’s bestseller Bowling Alone needs little introduction, not to mention another review. Yet despite its publication a decade ago, the volume remains highly relevant for thinking about community as the social aspect of sustainability.
In the 20th century’s final four decades, the vast majority of civic engagement indicators – political, civic, and religious participation, workplace [...]

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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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The five Ws of buying local, Part 2

09.24.2009

The why and where are the trickier parts of buying local, though the conundrum doesn’t end there.
WHO should buy local?
You, of course. You and your wallet have control over the success of local. Because of all the advantages of buying local, your purchases benefit you and your community. You buy local because you care about [...]

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The five Ws of buying local, Part 1

09.21.2009

In their last Business News update, Rivermark Community Credit Union encourages me to consider how my purchases support local businesses and to buy local. Of course, buying local features prominently in sustainable marketing, so my credit union calling to buy local got me thinking. Why is buying local good? Just what is local? Are there [...]

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