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Metrics Monday: Escaping the comparative measurement trap

03.21.2011
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What better time than spring, the season of revival, to resume the Metrics Monday series. Here goes. *** In proclaiming that “what gets measured gets managed” measurement aficionados tend to overlook that what you measure matters as well, if not even more. From comparative metrics to competitive herding Recall the debate about the insufficiency of GDP [...]

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Replenish what your marcom consumes

06.09.2010
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This is the eighth and final post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce; Reuse; Recycle. Today: Replenish. A summary post to follow soon. *** The final phase in your effort to green-up your marketing communications program is Replenish. In Replenish, you [...]

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The (un)metrics of sustainable marketing

05.31.2010
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This is the first in a series on sustainable marketing measurement, code name Metrics Monday. Today: An introduction. *** “You can’t manage what you can’t measure.” –management meme, source unknown, possibly Peter Drucker or Robert Kaplan “Not everything that can be counted counts, and not everything that counts can be counted.” –Albert Einstein “Organizations exist to [...]

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ReVisioning Value 2010: Keynote sticks and stings

04.27.2010

On Monday, April 26th, 2010, I participated as member of the media team in the ReVisioning Value 2010 conference, organized by Springboard Innovation and Social Enterprises. This is the first of two resulting guest posts, coming up on the Springboard Innovation Blog. I’ll share more about my experience at the conference in the next few days. In the meantime, read my take [...]

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Recycle your marketing communications

04.20.2010
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This is the seventh post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce; Reuse. Today: Recycle. *** After you rethink your marketing communications program to make it more environmentally responsible, and after you reduce and reuse your tools, whatever’s left must be recycled. Ironically, though recycling sits toward the bottom of [...]

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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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unReview: Q1/2010 recommendations

03.26.2010
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Not everything I read suits the Sustainable Marketing Blog as review or sharing material. But I realized the other day that the content that doesn’t make it to the website shapes not only my thinking and writing, but also my business and its development. So at the end of every calendar quarter, I’ll devote the Friday [...]

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