Posts tagged as:

identity-marketing

To build or not to build a brand community?

05.13.2010
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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, [...]

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Review: Purpose is the new black

04.09.2010
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You heard it here first: purpose studies is now a cottage industry. I have already reviewed Christine Arena’s The High-Purpose Company and Roy Spence’s It’s Not What You Sell, It’s What You Stand For. Two more representatives of the burgeoning biz lit genre have just crossed my reading pile: Simon Sinek’s Start with Why and [...]

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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 [...]

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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 [...]

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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 [...]

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