How to make public transit compete with the automobile? A complete re-brand.

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Green affiliate marketing is a powerful marketing channel overlooked by merchants of eco-friendly products. Here are three ways green merchants can benefit from affiliate marketing.

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The following post is part of the course work for “Live Exchange” the foundational course on communication for The MBA Design Strategy Program at California College of the Arts. The rest of the posts are presented here. By Brandy Davis-Balsamo Wandering through a used clothing store, Jane pushes her way into a rack so tight [...]

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Innovative companies, such as Apple, make their brand sexy by creating genius products that attract cult-like consumers. If this is the western approach to innovation, how does the Japanese approach it differently? Specifically, how does MUJI (www.muji.us) make No-brand sexy to consumers?

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3p is proud to partner with the Presidio Graduate School’s Managerial Marketing course on a blogging series about “sustainable marketing.” This post is part of that series. To follow along, please click here. By Nellie Stadtherr I did it yesterday, I did it today… I’ve done it a thousand times. Living in a city saturated [...]

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The definitions of luxury and necessity, in these perilous and depressive economic times of the “new normal,” are changing both if you are affluent and if you are not-so-affluent, according to an AdvertisingAge news report. For many, simply receiving a regular paycheck for a regular job with some benefits would be a great luxury, but [...]

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COMMON launched in January as a “creative community for rapidly prototyping social change” to link entrepreneurs with the creative community.

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Last week, following the release of the ‘consumer futures 2020’ report, an interesting group of people gathered in New York do discuss the multi-billion dollar question – can brands and marketing deliver a sustainable future? The event, organized by Forum for the Future and Guardian Sustainable Business provided an opportunity to hear insights on this [...]

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In this turbulent global economy, sometimes the best path forward is looking backward – to brands that have been well loved in the past. They clearly had people’s attention at one point, and there’s potentially less legwork needed to resurrect them vs. starting from scratch, attempting to grab mind and heartshare among the harried masses. [...]

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A forthcoming Journal of Consumer Research study claims that when brands exhibit inconsistencies, consumers find it hard to swallow proclamations of social responsibility. According to coauthor Carlos Torelli, “Marketers use messages of  CSR under the expectation that consumers reward brands with a favorable CSR image.” A McKinsey global survey stated that 76 % of executives said CSR efforts add [...]

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This post is part of a blogging series by marketing students at the Presidio Graduate School’s MBA program. You can follow along here. By Krystal Kavney Cause marketing is on the rise from business and nonprofit partnerships to social media fund raising. The success of media darlings TOMS shoes and its nonprofit partner, Friends of [...]

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This post is part of a year-end series by MBA students at California College of the Arts’ Design MBA Program. Read more about our annual partnership here. By Chahn Chung The infomercial, also known as direct-response TV marketing, is the constantly derided bane of the advertising world.  It’s the method of choice for advertising useless, [...]

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Sustainable Brands Seminar Series debuted in San Francisco earlier this month and will be hitting the road later this year, traveling to Twin Cities, New Jersey/NYC and Austin.  I attended the first two days, in a series of five, which focused on Brand Strategy with Jennifer Rice from Fruitful Strategies and Communications with John Marshall [...]

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According to Annie Longsworth, Global Sustainability Practice Leader for Cohn & Wolfe, the three traditional pillars of consumer branding are: Trustworthiness Caring About The Customer Product Quality In this exclusive two part video, Annie introduces us to a new 4th Pillar – “Environmental Consciousness”. This is a sea change in branding that has occurred rapidly [...]

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A recent study on consumer perception and purchasing behavior shows an increasing commitment to purchasing from environmentally sustainable companies. However, green consumers are concerned about a variety of sustainability issues. Climate change ranked high globally, but respondents from various countries cited deforestation, energy use, toxic waste reduction, and water management as priorities.

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The Sustainable Brands 2010 (SB10) conference scheduled for June 7-10 in Monterey, California, will offer four days of speakers from some of our most recognized companies that will be providing case studies and discussions on their best practices for growing sustainably, responsibly, and profitably. I attended last year’s SB09 and it was excellent. Just the [...]

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Give BP some credit:  its marketing campaign for the past decade has been so effective that you would think that those initials really did stand for “Beyond Petroleum.”  But as the last two weeks have shown us, BP is now known as the Big Polluter, its reputation so stained that it may want to run [...]

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I attended the State of Green Business Forum 2010 last week in Chicago, organized by Greener World Media.  One panel explored the topic of green marketing in the age of transparency and shared many insights. Panelists: Amy Hebard, co-founder and chief researcher of Earthsense Chris Nelson, director of global commercial development for UL Environment Suzanne [...]

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There is a disparity between real and perceived action on climate change by top North American brands, according to a consumer study titled, MapChange 2010. The study measured climate change action by over 90 North American companies, and measured consumer perception of those actions. The study covered 10 sectors including food and beverage, apparel, household products, [...]

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