• MARKETING: GREEN
    Watch Your Tone, Green Marketers, Preachy Doesn't Pay
    No one likes being condescended to, but it's easy to do if you treat every audience the same. With super green audiences, strong messaging about saving the earth and its creatures is preaching to the choir, so you don't have to temper much. But if you want to expand your audience to consumers resisting the green "movement," you need to find another way because scare tactics and shame just don't work.
  • MARKETING: GREEN
    Kashi Reinvigorates 30-Year-Old Purpose
    Historically, I have not been an early adopter. Heck, I still had a flip phone well after the iPhone 4 launch. Years after organic food caught on, I was still eating fast food everyday. However, I have just broken my mold and become one of the first few (defined loosely) to eat Certified Transitional food. That's right, you heard me. Certified Transitional.
  • MARKETING: GREEN
    Marketing Sideways: Sneaking The Green Into Your Marketing
    Successful marketing is all about approach, but how do you market something while simultaneously downplaying what are typically its selling points? Very skillfully.
  • MARKETING: GREEN
    3 Key Takeaways From Sustainable Brands Conference
    By the time I saw the Metrolink train billboard, it was too late. I was already cheerfully guzzling natural resources and spitting out emissions along the 5 Freeway from L.A. to San Diego. I gasped and shook my head at my stupidity and selfishness for driving to Sustainable Brands, which took place June 6 - 9. Conference check-in officials seemed to sense my crime and asked, "Did you take the train or are you a hypocritical fraud who drove? And are you sharing a hotel room or wasting resources in a room by yourself?"