What chief sustainability officers can learn from screenwriting
(The following article appeared today on the Sustainable Brands website.) If all the world’s a stage, according to Bill Shakespeare, then one needs to look no further than the c-suite…
Are your presentations flicking them off or turning them on?
When given the honor to command an audience, most presenters default to binary facts, figures, features and benefits. The trouble is that your audience’s light switch of interest can just…
How plastic bags are holding me in contempt AND suffocating the planet
I’m living proof that sustainability – or being “green” – is first about convenience before saving the planet. I have put my cloth grocery bags aside so many times like…
Walgreens could disarm home medicine cabinets for a powerful CSR program
I found this loaded gun in my medicine cabinet last night. This morning I went to Walgreens to dispose of it. I was surprised that one of America’s largest drug…
Purpose-driven marketing made easier through new book: Good Works!
When people find out that I own an ad agency, they always ask, “What’s your specialty?” “Are you an automotive agency? A health care marketing firm? Consumer products? B2B?” My…
Nike exercises its brand ideal for the Olympics
While McDonald’s fattens itself on its incongruous sponsorship with the Olympics (What were the revered games thinking?), Nike smartly exercises its brand ideal in this spot. What does your brand…
Are you practicing creative destruction as a green marketer?
If you’re following the Stop Online Piracy Act (SOPA) hearings, you’ll find that this digital land grab by the government follows “The Cycle,” the same rise, capture and fall of every…
How not to make your green marketing a joke
I’ve been getting in trouble lately from the green marketing community. They think my “Got Green? and 10 Other Brand Curdling Cliches of Green Marketing” presentation is making fun of…
Is your neighborhood donation bin laundering your clothing to for-profit retailers?
“Clunk, slam!” is the hollow thanks you get when a collection bin devours your donated items. You may think that the sack of clothes you just stuffed through the metal…
Green marketing and the five steps to a more sustainable brand
I recently wrote a post about Coal Burger and its ironic and unfortunate brand positioning of being a “Green” burger joint. They are good people that own and run the…
