Across the digital universe, brands are asking consumers to click for the good of the planet. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour?
January 19, 2012
It used to be that good brand management simply meant finding the right positioning, leveraging well-understood media channels and delivering solid quarterly returns. Not anymore.
January 7, 2012
It’s an unfortunate truth for the planet that we humans like our comforts, conveniences and status symbols – all available at the local mall.
January 1, 2012
Here are my most popular posts from 2011. One is even from 2010, showing the ongoing relevance of conversations about brand, marketing and social responsibility.
December 8, 2011
Imagine a brand with a compelling story to tell that would distinguish it from competitors and win over consumers. Now imagine keeping that story under wraps.
December 7, 2011
Our consumer culture sure doesn't make it easy on the planet. It’s a culture of amass, use and discard – and it takes a direct toll on the environment.
September 29, 2011
Whether brands are aligning with a cause or going to market with new green products, there’s one important group of stakeholders they shouldn’t overlook.
August 18, 2011
Consider it to be the opposite of greenwashing. While some companies get a lot of mileage from limited but well-publicized sustainability activities, others do good works but don't get the credit they deserve.
February 3, 2012
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