What are the hottest brand, marketing and product concepts in business today? I argue they are sustainability and green. Focusing your business plans on those areas can lead to revenues and profits. They can also lead to doing good.
Some of us have been arguing that for years. It took melting ice caps and sky-rocketing oil prices to get most businesses to hear us, however. And, today, the automobile and airline industries are paying the price for putting profits ahead of visionary thinking and for failing to put people first instead of short-term earnings.
Mario Vellandi, Melodies in Marketing, gets that. Recently, he attended Sustainable Brands 08 and videotaped the sessions, which covered topics in marketing communications, product development, operations, human resources, and management. The educational value of these videos is priceless. This is your opportunity to learn best practices and to bring your business into the 21st Century.
Caution: Creating a marketing plan around sustainable brands and pushing out the word that you are green is not creating a sustainable brand. It is just you talking hooey and trying to sell swampland in Florida as seaside property. Sustainable brands are authentic and follow a precise set of values that guide every decision in your business. They do not represent short-term earnings; they represent a way of doing business that is good for the planet, good for people and good for your bottom line. Keeping that in mind, here is Mario in a 10-minute highlight video followed by the complete collection of videos.
Grow your brand strong and do good while making money. It's a great combination.
Introduction & Highlights:
http://blip.tv/file/1063643
SMaRT Sustainable Product Standard (Special Event):
http://sustainableproducts.blip.tv
Environmental Defense Fund - Beth Trask:
http://blip.tv/file/1032136/
California EPA - Leonard Robinson:
http://blip.tv/file/1031059/
Clean Tech Investment - Bob O'Connor, Wilson Sonsini, Goodrich and Rosati:
http://blip.tv/file/1030653/
CleanFish - Tim O'Shea:
http://blip.tv/file/1030619/
Brown-Forman (Alcohol) - Rob Kaplan:
http://blip.tv/file/1031015/
Green Marketing - Jacquelyn Ottoman:
http://blip.tv/file/1031373/
Dow Chemical - Julie Fasone Holder:
http://blip.tv/file/1032104/
Clorox Co - Bill Morrissey:
http://blip.tv/file/1030838/
PANEL: Current Consumer Green Brand Perceptions:
http://blip.tv/file/1030910/
Keen Footwear - Bobbie Parisi:
http://blip.tv/file/1031425/
7th Generation - Jeffrey Hollender:
http://blip.tv/file/1031591/
PANEL: Designers Accord:
http://blip.tv/file/1031012/
World of Good / Ebay - Robert Chatwani and Priya Haji:
http://blip.tv/file/1031671/
PANEL: Environmental Labeling:
http://blip.tv/file/1031331/
Big Green Purse - Diane MacEachern:
http://blip.tv/file/993541/
PANEL: The New Social Ethic, Making Sustainability Personal:
http://blip.tv/file/1032916/
Climate Change Film Producer - Patrick Gregston:
http://blip.tv/file/1034282/
Method Products - Eric Ryan:
http://blip.tv/file/1031468/
These videos are under a Creative Commons Attribution Non-Commercial license, and may be downloaded and redistributed as appropriate.
