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The Intricacies of Green Marketing

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When the term green marketing first started being used in the 1980’s and 90’s, the definition was selling products or services based on their environmental benefits. Today, there’s more to it. First of all, there are two groups to recognize when considering green marketing strategy: 1. Green/Social Good Products and Services: Usually an existing product/service […]

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Writing Case Studies As Stories

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Exerpt from the article, The Nitty-Gritty of Brand Story Power, originally published on MarketingProfs.  Case Studies: Story Power in Action We learn vicariously through story. Brain research shows that reading a story about someone doing something activates the same areas of your brain as if you were engaged in those very pursuits. That’s powerful stuff that […]

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The Death Penalty for Pollution in China

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We’re in a period of rapid change concerning environmental and social concerns and the perception of corporate responsibility. In the past, the majority accepted and believed that a company’s overarching responsibility was economic development. Times are a-changing. The 2013 Cone Communications/Echo Global CSR Study surveyed 10,287 consumers online from ten countries: the United States, Canada, […]

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what is sustainability reporting?

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A sustainability report is a progress report on the economic, environmental, social and governance performance of an organization. It combines long-term profitability with social justice and environmental interests. Sustainability reports demonstrate the organization’s commitment to sustainability to internal and external stakeholders. Through the reporting process, organizations set goals, measure performance, manage change, communicate positive and […]

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The Nitty-Gritty of Brand Story Power

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MarketingProfs published an article I wrote. The goal of the article was to help companies with practical help in using stories in business… The Nitty-Gritty of Brand Story Power There’s been loads of talk about using stories for business communications—for good reason. Stories get people involved at a deeper level because they engage the senses and emotions and […]