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- December 18th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “The Whuffie Factor: Using the Power of Social Networks to Build Your Business”
If you’ve spent at least a few months reading blogs about social media (Tara missrogue Hunt writes one — Horsepigcow — herself), little in The Whuffie Factor will come as news. Consi…
- December 16th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Cause marketing and social sustainability, Part 2
Even though from the social sustainability standpoint its shortcomings outweigh its advantages, cause marketing has its place in fostering the social sustainability of business. You will do well by do…
- December 15th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Cause marketing and social sustainability, Part 1
With the holiday shopping season nearing its holy climax, what better time to evaluate from the business perspective the viability of cause marketing for social sustainability. Does cause marketing wo…
- December 14th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Green as a luxury? Premium pricing and conspicuous consumption
A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead d…
- December 12th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
The (un)sustainability of pop-up retail: Downtown Portland, Oregon
The latest Portland Development Commission e-newsletter is touting pop-up shops (temporary retail spaces) in downtown Portland, Oregon as a “success story”: “Ten days in, designers r…
- December 11th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “Influence: Science and Practice”
“With the sophisticated mental apparatus we have used to build world eminence as a species, we have created an environment so complex, fast-paced, and information-laden that we must increasingl…
- December 10th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Beyond 2020 returns with the theme “Growing the choir: Engaging business leaders in sustainability”
The Beyond 2020 sustainability unconference returns Thursday, January 21st, 2010, with the theme “Growing the choir: Engaging business leaders in sustainability”. The sustainability conv…
- December 9th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Choice or no choice: Is that really the question?
Just as I was getting ready to revive the Solutions for Sustainable Consumption series with a post about offering consumers a third choice (think “paper or plastic or…”), two develop…
- December 8th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Objections? Play into them!
It happens: something about you or your product raises eyebrows, turns noses, or raises other objections. There are a number of ways to overcome objections (interestingly, online articles on overcomin…
- December 7th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Report: Sustainable Brands Boot Camp – The Changing Consumer Marketplace
Last Friday’s third session of Sustainable Life Media’s Sustainable Brands Boot Camp* revolved around the green consumer. Amy Hebard, Chief Research Officer at EarthSense, and Gwynne Roger…
- December 5th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
How two local businesses defy conventional wisdom and do well
Two recent experiences have made me question conventional wisdom. A co-owner of a small business, which is a seasonal activity destination popular with families, replied this to my question about wha…
- December 4th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business Is Driven by Purpose”
I am suspicious of books with an author photo on the cover because they tend to be rather self-centered and congratulatory. I’m glad to report that with the notable exception of featuring only e…
- December 3rd, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Positioning from the systems thinking perspective
Positioning = “the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization; relative competitive comparison thei…
- December 1st, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Word-play business names
Having recently worked on a brand-naming project, my eye has been attuned to company names around me. Out of the many, the ones using word play have stood out. Pun: The Title Wave is Multnomah County…
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peterkorchnak has bookmarked: NHL Breaks Campaign for Biggest Game of Regular Season - Advertising Age - News
- November 27th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Why I don’t buy Buy Nothing Day
Today is Buy Nothing Day, “an international day of protest against consumerism observed by social activists”, largely in response to Black Friday, the start of the holiday shopping season.…
- November 26th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
The soul blossom
“Gratitude is the fairest blossom which springs from the soul.” — Henry Ward Beecher Thank you for reading. Thank you for subscribing. Thank you for commenting. Thank you for your kindness. Than…
- November 25th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Design and build with lovability in mind
My recent challenge to coin the one rule of sustainability yielded more than 100 responses. The Wordle of all the submissions revealed a slant among the definitions toward energy. Sustainability, meet…
- November 23rd, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Participatory sustainable property development: MotiveSpace Coalition
Participatory [fill in the blank] involves and engages community members and other stakeholders in creating something they will use or benefit from or in making decisions about something that will imp…
- November 22nd, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Blogging elsewhere
Republished posts (oldies but goodies) “Applying the product evolution model in sustainable marketing”, 3BL Media Blog and Green Plus “What you do is not interesting: Say what you…
- November 20th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “Ignore Everybody and 39 Other Keys to Creativity”
Read this book. Then ignore it. And me. *** Hugh MacLeod, Ignore Everybody and 39 Other Keys to Creativity, Portfolio: New York, 2009.
- November 19th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Subscription drive
I really appreciate your stopping by. Whether you clicked on a link someplace or found this site through a search, consider subscribing to the RSS feed or via email. (I could say it’s free, but…
- November 18th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Expanding the People bottom line: The faces of social sustainability
Though widespread adoption of the People-Planet-Prosperity concept has yet to occur, expanded definitions of the triple bottom line have been passing my reading stack and feeds. What’s more, it&…
- November 17th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
The Velvet Revolution and the power of symbols
Twenty years ago today, a peaceful revolution swept over Czechoslovakia, the country of my birth, launching the overthrow of the communist government and continuing the wave of events triggered by the…
- November 16th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Applying the product evolution model to sustainable marketing
Your sustainable brand’s “green” product competes within a product category, like household cleaners, interior paint, or iced tea. Each brand in your category differentiates its prod…
- November 14th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
How to communicate rate increases: Waterknot
Once you clear the hurdle of setting the rate for your business-to-business services, the challenge you will surely encounter is raising your rates. Perhaps you’re shifting to serving a differen…
- November 13th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business”
Reading Jeff Howe’s book you’d think crowdsourcing is the best thing since the invention of the company. Despite Howe’s stated intention to be impartial in his journalistic account o…
- November 11th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Effective and meaningful networking: Venture beyond your tribe
If you’re a business to business company, you’re likely doing networking to market your business. You’re also likely encountering the challenge of measuring its cost against benefit.…
- November 9th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
- November 6th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “Bowling Alone: The Collapse and Revival of American Community”
Robert Putnam’s bestseller Bowling Alone needs little introduction, not to mention another review. Yet despite its publication a decade ago, the volume remains highly relevant for thinking about…
- November 4th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
The tyranny of nonprofit rates: Why I charge nonprofits and businesses the same
Charging nonprofits lower rates than businesses for the same service is a common way of B2B price discrimination based on customer type. I recently ditched nonprofit pricing – I now offer the sa…
- November 3rd, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
How to fairly price your B2B services: Price setting and discrimination in action
Of all marketing mix elements, price seems to generate the most anxiety among small business people. I’ve had a number of conversations about pricing with my fellow service providers and I raise…
- November 2nd, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Free, fair, or social? Individualism, community, and relationships in marketing
Funny how some articles can trigger memories and associations. The OregonLive.com interview with Myron Orfield about the need to assure social justice alongside sustainable development in Portland, Or…
- October 31st, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Building the People bottom line: Tanzamook Townhomes
Among the three pillars of triple bottom line sustainability, the social bottom line – People – tends to be the toughest to implement (and not just because it’s the toughest to measu…
- October 28th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
What do you care about? On communicating community involvement
“People don’t care how much you know until they know how much you care.” —Theodore Roosevelt Alice Tang used this quote in her question at yesterday’s Entrepreneurs Found…
- October 27th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Maximizing the impact of your community involvement through public relations
I’m co-facilitating today a lunch workshop with this title at the Entrepreneurs Foundation of the Northwest. The event description continues: Come join this round-table discussion about how to m…
- October 26th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Using critical thinking to benefit human kind (and create killer content)
The question from this Stella Marrs postcard keeps tumbling around my mind, like a lone pair of jeans in a dryer. The thoughts that resonate: You know your company is a trail blazer. You know your ser…
- October 25th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Community building through membership: VOIS
An essential element in creating a sense of community is membership, which is the feeling of “belonging or sharing a sense of personal relatedness”. Without membership there is no community &#…
- October 21st, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Where are the trees? How to keep misleading claims out of your marketing
“How many trees must be lost so you can print your e-mail? Print responsibly.” “Think before you print and save a tree.” “Save Trees. Print only when necessary.” &…
- October 20th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
How Walmart makes your business more sustainable
That’s right. Walmart and its kind can make your business more sustainable. In fact, it already has. Before you determine who you are as a business, you need to know who you are not. Research an…
- October 19th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Rice, beans, and marketing strategy
I ate burritos all weekend. As mundane as it may sound, various combinations of ingredients and modes of their preparation provided for a different meal every time. And I got the five colors out of ea…
- October 18th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Report: The one rule of sustainability challenge
On October 7th, I issued a challenge: coin the one rule of sustainability, i.e. express in five words of less the irreducible essence of sustainability as a simple principle. My plan was to collect a…
- October 17th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Crowdsourcing conversations: The New Communicators
I love discovering what goes on in my city. My Reader recently fed me a posting about the coming@party. The Art Institute of Portland invites people to go [f]rom digital anonymity to personal interact…
- October 16th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Book review: “The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes”
If you’ve been reading this Blog for a while you know I champion storytelling as a prime (socially) sustainable marketing tactic. As an aspiring storyteller I know that only a handful of possibl…
- October 15th, 2009
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peterkorchnak has bookmarked: Americans getting greener, poll says, but have a long way to go | Oregon Environmental News - – OregonLive.com
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Blog Action and Handwashing Day
Today is BAD – Blog Action Day. “Blog Action Day is an annual event that unites the world’s bloggers in posting about the same issue on the same day. Our aim is to raise awareness an…
- October 13th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
The ink blot strategy: How a military concept can aid your sustainable marketing after all
I’ve argued in the past for avoiding the use of military concepts and terminology in marketing: Drawing firepower and vocabulary from military strategy classics, traditional business and marketi…
- October 12th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
What you do is not interesting: Say what you love
If you watch NBC’s The Office, you may have wondered, when, amidst all the shenanigans, do the good people at Dunder Mifflin’s Scranton branch get any work done. In fact, because you rarel…
- October 10th, 2009
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peterkorchnak has posted a new entry on: Sustainable Marketing Blog
Engagement through Place: Mercy Corps Action Center
I rarely get to experience public places before they’re open to the public. Last Thursday, I had the opportunity to visit, the day before ribbon cutting, the Mercy Corps Action Center, located i…
- October 9th, 2009
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peterkorchnak has bookmarked: Do Green Products Make Us Better People? No. : TreeHugger
