Featured Entry in Marketing

Conspicuous Nonconsumption

Want to connect to the green consumer? Help them stand out. I recently listened to the Freakonomics podcast “Hey Baby, Is That a Prius You’re Driving?” and it got me thinking about consumption, specifically conspicuous nonconsumption, or conspicuous conservation. Call it what you want, the green consumer wants you to know they’re a good person–and that’s an insight that businesses can leverage to help change consumer behavior for the better. Sustainable brands often try to blend ...

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Other Entries in Marketing

Sell the Experience, Not the Stuff

Do brands really care about how to better connect with consumers? Yes, based on the turnout at our Think T+O party at Outdoor Retailer Summer Market this past August, they do. For those who missed it, we hosted a shindig at Hotel Monaco during OR—complete with our new signature G+T+O cocktail—attracting some of the best brands in the outdoor industry. We were celebrating our newly launched Think T+O™, sharing insights about travel + outdoors.

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There is No Such Thing as Corporate Social Responsibility—It's All Just Marketing

You are defined by who you do business with as much as who you don't do business with. And it's both unrealistic and a mistake to target everyone. More businesses of all kinds should wear their ethos more proudly. They should align themselves with particular causes because that's how you create a passionate customer base. It's not some distracting corporate social responsibility initiative—it's basic marketing.

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Why Email is the Worst Thing to Ever Happen to Marketing

Have you ever spent a lot of time on a great email response to someone you’re working with? What happened when they got it? Did they accept your arguments and live happily ever after? Email isn’t a platform for collaboration; it’s a platform for debate. And to prove it to you, I want to transport you to the best marketing agency that ever was. Imagine for me, if you will, the offices of Sterling Cooper Draper Pryce.

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Never Go Full Tote Bag

There it was, in full glory at the bottom of Backcountry.com’s latest email newsletter: The Tote Bag. The online store that started with a handful of ski bum friends in a Heber City, Utah garage and grew into a $300 million, 600 person juggernaut thanks to its disciplined focus on elite and core outdoor athletes was now pushing an L.L. Bean mainstay.

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