• MARKETING: GREEN
    6 Tips For Naming Your Amazing New Clean-tech Product
    The inventors and engineers have spent years perfecting product X. It's a giant leap forward in solving a common consumer problem - and it's clean, green and sustainable. Now you have to go to market. What should you name this amazing new thing? Making the right decision could mean the difference between a billion dollar payday down the road, or a complete fizzle. Nobody remembers two innovative short video sharing sites from the '90s - Atom films and iFilms. YouTube took over their business models and became a phenomenon in no small measure because it's name spoke to people. Tesla ...
  • MARKETING: GREEN
    Sustainability And The CMO
    As Gardiner Morse wrote in a recent "Harvard Business Review" article, "a marketing revolution is under way and nowhere is that more visible than in the CMO's transforming role." Morse was specifically referring to Unilever's CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of companies, namely that sustainability exists in a separate division.
  • MARKETING: GREEN
    Can The Apple Watch Save The Planet?
    Since about 10:30 am on Sept. 9, all the world can seem to talk about is the shiny new blockbuster-hopeful from Apple, which you dare not call the iWatch anymore. Critics have gushed over its sleek design, the "digital crown" navigation system, even the custom typeface that Apple has designed. But the central aspect of the device, while mentioned in every single report, has not generated all that much chatter. It's the data. More specifically, it's the potential impact of the data.
  • MARKETING: GREEN
    Governments Regulating Responsible Consumption - Don't Hold your Breath
    A recent study in the Journal of Consumer Research, confirmed that, despite efforts by various groups, we'll be holding our breath for a long time if we expect government to regulate responsible consumption on a large-scale basis. In the meantime, growing a green business, by marketing to mainstream consumers, means selling the personal benefits of going green.