Posts tagged as:

people

Sustainable Brands Boot Camp report: Designing communications that resonate

02.22.2010
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Effective marketing starts with people. Because understanding your customer is crucial for the success of your sustainable brand, John Marshall Roberts devoted most of his Sustainable Brands Boot Camp session* to psychology and the understanding of your audience’s worldview. To design effective communications you must understand how your audience makes sense of the world — [...]

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Email and your sustainable marketing mix, Part 2

02.18.2010
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Email predates the Internet. Decades of experience make it hard to say anything new or non-trivial about it and how to use it for marketing. But what about sustainability? Now that you know that email can be nicely integrated into your sustainable marketing mix, how do you actually do it?
As I outlined in my post [...]

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Email and your sustainable marketing mix, Part 1

02.16.2010
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A recent question on LinkedIn Answers – Direct Marketing asked: “E-mail marketing – redundant direct marketing tool?” All 11 respondents, including mine, answered largely in the negative.
The ascendancy of social media spells anything but death of email. On the contrary, email marketing can be effective as a direct marketing tool, though its emphasis has shifted, [...]

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Review: Crowds are us

02.05.2010
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How times change: In the 110 years between the work of Gustave Le Bon (1895) and James Surowiecki (2005), crowds went from embodying stupidity to being wise. Compare and contrast:

Le Bon: “In crowds it is stupidity and not mother-wit that is accumulated. [T]he crowd is always intellectually inferior to the isolated individual.”

Surowiecki: “[U]nder the right [...]

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Community building with a building: The Sheldon

01.30.2010
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A while back Sustainable Industries reported on an innovative way of developing a retirement community. The Green Light Cooperative will develop The Sheldon with the help and input from its future tenants and operate it as a coop. A single building will thus manage to manifest elements of participatory development, crowdsourcing, and cooperative housing, while [...]

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Review: Employee engagement and sustainability

01.15.2010
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Ever since I worked on my bachelor’s thesis about internal public relations at Volkswagen Slovakia, I’ve been interested in the dynamics of the relationship between a corporation and its employees. The topic has recently moved to the forefront of my attention, along with 12: The Elements of Great Managing.
A report on The Gallup Organization’s massive [...]

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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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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

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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