Editor’s note: This article originally appeared on TriplePundit.As a marketing guy who’s spent a large portion of a long career forging connections between companies and causes, I’ve been doing a lot of thinking lately about the state of cause marketing.And I’ve come to the conclusion that cause marketing needs to die.Harsh words from someone who’s generally congenial, but here’s why: […]
This vein of research—fascinating, but not altogether surprising—gives marketers better ammunition to argue what we’ve observed for a very long time: that brands are powerful instruments of influence. We modify our behaviors according to the mostly unnoticed but indelible imprint of brands. As the marketing professor Jonathan Schroeder commented, they “constantly develop prescriptive models for the way we talk, the […]
For decades sustainability has been sold on better for planet, for people and for close-to-extinction tree frogs. The problem: The only ones to listen are the already converted.
Because the masses want better lives for themselves and a better world that they can experience: value to them, not to the tree frogs. The good news is that this can align with […]
The company’s sustainable sourcing story, in its totality, is an example of what I call the three Vs of effective sustainability communications: Value; Viewpoint; and Vehicle.
To create trust, the conversation must extend beyond consumers to all relevant stakeholders, including employees or recruits, investors and environmental groups. The messaging for these other audiences might include different vehicles (such […]
As a hospitality company that happens to have wings, customer expectations lead to our constant innovation. Listening to hundreds of other sustainability-focused leaders gathered at the 2015 Sustainable Brands Conference, some exciting trends are emerging. Here are my predictions about what we will see more of on the sustainability front:
Be bold, disrupt, innovate and start a revolution […]
We need to transform the way we consume.
That’s why it’s more important than ever for companies to get consumers to start thinking about sustainability – whether that’s the food they eat, clothes they wear or means of transportation – it’s time for us to harness the forces that influence consumer buying habits to change the world.
A big opportunity awaits for […]
Could the key to sustainable business be changing corporate mindsets from a culture of “more” – more revenue, more profit, more market share – to one of “enough”?
Bangkok-based brand strategist Sirikul Laukaikul argued that’s the case in a presentation about an idea called the “sufficiency economy philosophy” at Sustainable Brands in San Diego, California, this week.
The idea is for businesses […]
Content marketing. Brand storytelling. Social media. This trifecta is the darling of the digital-marketing world. Reams of posts and pages have been written explaining why you should use these tactics and how to put them into practice.
But at the end of the day, only one question really matters: How do these tactics help the bottom line?
Here are five ways marketers […]
Everybody has a story. Throughout my 20s, I was a workaholic. I was never present, and my dream was to sell my business. It wasn’t until I achieved my goal and made lots of money that I realized that this kind of success didn’t make me happy. In fact, it made me miserable.
This experience – and hiring an amazing business […]
I first wrote about the branding bandwagon back in 2007, when it seemed that every large nonprofit I knew was spending serious money — and I mean hundreds of thousands of dollars — for corporate style tag lines, logos, commercial partnerships and strategies that they thought would attract media coverage and recognition from potential donors. At the time I complained […]
This morning I was having a conversation with a colleague about some intriguing discoveries he’d made on his crowdfunding-related website where people are invited to post their videos. While analyzing how and when people tend to click on videos tweeted out, he noticed that when he tweeted a link to someone else’s videos it was clicked on and retweeted far […]
On average, companies that integrate their corporate citizenship with their business strategy are twice as likely to report success in achieving important business objectives. Integration at this level requires a real understanding of how everyone involved will make a contribution and how progress will be measured in numbers.
Similarly, programs that invested in their corporate citizenship programs for at least four […]