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

Is it Possible For A Business to Outgrow its Brand?

This was the question for the Gallatin Valley Land Trust (GVLT). Through a natural evolution true to its mission, GVLT has become more than a traditional land trust (as the name implies) as its programs have expanded to address trail development, conservation, planning and policy. As well, the reach of its activities now extends beyond the Gallatin Valley into other areas of southwest Montana.

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Research May Bring Comfort, But Inevitably Must Lead to Risk

Six years ago I was sitting in one of those Internet cafés you see in tourism towns in developing nations. This one also had a fax machine, and I was there waiting to receive a fax from my real estate agent, sipping coffee, admiring the decayed colonial splendor of Antigua, Guatemala. I was about to pull the trigger on what was for my family a pretty big lifestyle change and a significant financial risk.

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Dead Ducks Remind Marketers to Heed the Apathy Curve

Thanks to the proliferation of media and the Internet, we live in a world where we know a lot about a lot of things. We know about the last five northern white rhinos on earth. We know how two guys climbing El Cap go to the bathroom. We know things we shouldn't know and we know things we don't need to know. Unlike just a few generations past, we know many, many things that have little bearing on our actual lives. This makes it harder to care about things that do.

Knowing has a curious relationship with caring. And this relationship is particularly important for marketers to understand.

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