Posts tagged as:

sustainable-relationships

Conversation as a driver of social sustainability

09.02.2010
Thumbnail image for Conversation as a driver of social sustainability

This is my contribution in “Age of Conversation 3: It’s Time To Get Busy!” (emphasis added for this post). Read more about the project, or, even better, buy the book now. *** Social sustainability gets short shrift in branding. Reasons abound: it’s hard to define and measure quantitatively; it’s intangible, processual, and complex; it’s not [...]

2 comments Continue reading →

Turn your business into relational infrastructure

05.19.2010
Thumbnail image for Turn your business into relational infrastructure

Pardon my jargon, but that’s the best thing your sustainable business can do to honor your commitment to the People bottom line. It means you must become the center of a network by creating one. It means bringing together people who wouldn’t otherwise meet or even talk to each other and showing them they can benefit [...]

0 comments Continue reading →

Are you relevant?

05.18.2010
Thumbnail image for Are you relevant?

A couple of weeks ago I decided to get more out of Twitter. I had seen a follower’s tweet lead to record traffic to one of my passion projects – “The Portland Bottom Line” – whereas the same tweet by me generated perhaps a third of that number. Now, the follower in question has about a fourth [...]

5 comments Continue reading →

To build or not to build a brand community?

05.13.2010
Thumbnail image for To build or not to build a brand community?

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, [...]

2 comments Continue reading →

Save the kittens: Move from presentation to conversation in B2B sales

04.06.2010
Thumbnail image for Save the kittens: Move from presentation to conversation in B2B sales

If you’re a business-to-business company in industries like consulting, accounting, creative services, or certain parts of real estate, you conduct sales calls to get business. But if you’re like me, sales calls are one of the least favorite parts of your work, a necessary evil. “A meeting with a prospect with the purpose of generating [...]

1 comment Continue reading →

Sustainable Brands Boot Camp report: Designing communications that resonate

02.22.2010
Thumbnail image for Sustainable Brands Boot Camp report: Designing communications that resonate

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 — [...]

4 comments Continue reading →

Email and your sustainable marketing mix, Part 2

02.18.2010
Thumbnail image for Email and your sustainable marketing mix, Part 2

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 [...]

0 comments Continue reading →

← Previous Entries