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 […]
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 […]
Turns out, Google’s search algorithms have an appetite for originality and they like to gorge their bellies fairly frequently.
Being successful at content marketing requires that you feed this picky and fussy beast in fairly predictable patterns. While there’s much, by design, we don’t know about the search-engine algorithms, there are a few strategies you can employ to improve your search engine […]
Humans have been telling stories since the beginning of time. Stories to teach, stories to entertain and often stories that do both. If liberation begins in the mind, then today’s storytellers have a central role to play in advancing life on planet Earth.
“Belief” is the theme of the 2015 Skoll World Forum, and there is no more powerful way to […]
Dove’s “Real Beauty” campaign. Chipotle taking a stand on factory farming, with an assist from Fiona Apple. Patagonia giving away boatloads of lightly worn clothing. These advertising campaigns all have one thing in common: They take corporate social responsibility (CSR) principles and deploy them in ways that are far more effective than traditional ads.
In a new report, the firm BSR examines […]
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 […]
This is the story of an ugly-duckling billboard; an opportunity that was nearly missed; and of a simple idea that created a positive media storm across print, broadcast, online, and social.
It All Started with the Ugly Billboard
The billboard in question sits atop a warehouse building that’s across a shared parking lot from our office, just outside the large windows of […]
This weekend we had a party for my son, who turned one. This kid was not going to remember anything, so it was really a party for us. Still, it is customary in Vietnamese culture (and I hear Korean culture) that when a child turns one, an assortment of objects are placed in front of him. Each object represents a […]