Your Story Is Lost When Told Out of Context
I was asked to undertake a difficult project, which turned out to be a great gift. The CEO of a multi-national, two-billion-dollar-plus corporation requested a speech to open several company…
The Survival of the Fittest Green Marketers Hinges on Who Tells the Best Stories
The recession is ransacking everything and causing the extinction of many great green and environmental causes. I’ve been researching charitable foundations lately. Their nest eggs, from which their contributions are…
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…
Repositioning a 30-Year-Old Community Clinic into a Leader in Sustainable Healthcare
Natural evolution is the ultimate form of innovation. If you pay attention, nature can teach all businesses how to thrive, no matter how nasty the economic environment. Earlier this year,…
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…
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…
Create a Tagline for Your Sustainable Cause in 5 Easy Steps
Have you ever been tasked with creating that perfect, memorable line that captures exactly what your company or organization does? Oh yeah, and inspires people to action? AND, is unforgettable,…
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…
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…
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…
