Recently, I was talking with a college student about to enter a career in marketing. I casually mentioned a few things that I thought characterized the best marketers I’ve known. It just so happened that each of the traits started with the letter “I” and a blog post was born. continue
Pretty much all you have to do to get a marketing person’s attention is call something an “infographic.” It brings the marketers running like Pavlov’s dinner bell. I admit to being a sucker for them, and in our energy management space, we suffer no shortage of creative people trying to visually demonstrate something related to energy benchmarking, greenhouse gas emissions or energy efficiency projects. Since the first cave drawings were etched by our forefathers, mankind has searched for increasingly compelling ways to share information in a visual context. Infographics are the latest evolutionary step. continue
I truly enjoyed this MIT Sloan Review article regarding sustainability and innovation. Not only was it well-researched and written, but I particularly warmed up to one of its key findings: the primary driver for enhancing a company’s sustainability position is how it affects their brand. Music to a marketer’s ears.
Getting a clear definition of “brand management” can be tricky. Depending on who you ask, you get different answers. Branding giants like Interbrand have claimed to be able to put an economic value on a company’s brand. Business valuations have upheld that “brand equity” can drive significantly higher earnings multiples, elevating an organization’s financial value. Brand value is real, but it can be hard to succinctly define. Its meaning will likely evolve over time like “corporate communication” has in light of Facebook, Twitter and mobile devices. For our purposes here, let’s say that brand management is any activity that affects someone’s opinion of a product or organization. So, in essence, it’s perception management.
(I can hear the brand management purists groaning now…) continue
In the last few months Apple has introduced the world to the latest technology “must have” – the iPad. Before its release, it was rumored to revolutionize the way we read and consume media. Though it will probably take five or maybe ten years to see if this hypothesis is correct, one thing is for certain: in this increasingly electronic world, businesses are getting smarter, whether unconsciously or not, about being paperless. And perhaps this is not so much a change of the times as it is a statement on energy sustainability.
The up-side to these emerging technologies (besides the fact that they’re just really cool) is that they are making us smarter consumers. Even every day processes which we never think about, like powering our houses, cars and businesses are being examined for greater energy efficiency. continue