Archive for Corporate Social Responsibility Storytelling

Frito-Lays’ SunChips is a brilliant example of “Doable” green marketing and sustainability

One of the world’s largest snack-food manufacturers, Frito-Lay, has done a remarkable job of marrying its SunChips product, brand and sustainability in a very “doable” expression of its green marketing…

Park Howell

Why CMO’s Need to Keep Engineers Out of Marketing

“Green Gap Redux: Green Words Gone Wrong” EcoPinion Survey Points to Consumer Confusion and Value Gaps Connected to Conservation, Renewable Energy and Smart Grid A Ecopinion survey from EcoAlign reports…

Park Howell

How to Create a Powerful Tagline with a High-Speed, Low-Cost Process

“Taglines while you wait” was my theme for a post a couple weeks back. Although I don’t condone the practice of rapid tagline iteration, unfortunately the market today is making…

Park Howell

Is Your Sustainability Message Believable?

Do you think the fur industry is green? Does Nestle Waters really care about conservation? Can the Hummer possibly be more thirsty for adventure than gas? If you’re leading with…

Park Howell

Humorous Social Media Campaign About Purchasing “Infidelity Credits” Pokes Fun at Carbon Offset Industry

I wrote about our exploration of the carbon offsetting business by becoming carbon-neutral ourselves. Through our research, we found this hysterical site that compares buying carbon offsets to forgiving philandering…

Park Howell

Putting Faith in Carbon Offsetting is a Bit Like Grabbing an Electric Fence

Ever since my agency, Park&Co, announced we were working toward becoming carbon-neutral, we’ve received both cheers and jeers. Some call us “forward thinking.” Others call us “ignorant” for taking part…

Park Howell

How Sustainable is Your Sustainability Message?

Is your green brand, message or platform relevant? Can it stand the test of time? Does anyone care? We’ve always put these questions to the famous three-legged green bar stool…

Park Howell

This Beer Coaster Deserves a Toast For Its Green Marketing Folly

I love to be surprised by clever green advertising in surprising places. That’s why I’m raising a frosty golden mug to New Belgium Brewing. They created this wonderful beer coaster/postcard…

Park Howell

Nothing Like a Good Poisonous Toad Bash to Celebrate Earth Hour

This is right out of the Simpsons.  Seriously.  Apparently, our Australian friends across northern Queensland had a brilliant time on Sunday snacking on sausages and sipping cold drinks as they…

Park Howell

6 Reasons Why Kohler’s New Promotion with Habitat for Humanity Holds Water with Me

Kohler has just launched a new water efficiency and sustainability effort called, “Save Water America.” The water conservation education promotion donates $1 worth of water-efficient products to Habitat for Humanity…

Park Howell