Archive for 'Green Marketing'



What fictitious stories are your customers making up about your brand?

Our brains are suckers for story. They'll take the most benign stimuli (like most powerpoints, car dealership commercials, and mission statements) and attempt to knit narratives from them in an exhaustive effort to make sense of the world. Here's a brilliant example: watch this one-minute film, created in 1944, and scribble down what you see. Show it to others and see what stories they create. Of the 114 test subjects in the Heider/Simmel study who saw this rudimentary film of crude geometric ...

What marketers can learn from the freaks, cheats and familiars at Burning Man

Have you ever been to Burning Man: this 55,000+ burner event in Black Rock City, Nevada? If not, have you ever wanted to go? Or do you think like some folks do that it's just a self-indulgent orgy of hipsters parading around the Playa? I hear it's actually a model of sustainability in that every Burner must bring in all of their provisions, and take out all of their trash after the roughly week-long gathering. They literally build a city, and ...

Patagonia’s Director of Philosophy shares the power of authentic storytelling with students of new Executive Master’s for Sustainability Leadership program at ASU

I have been in advertising for 30 years, and our agency has celebrated many successes turning creative campaigns into meaningful movements that matter. But the democratization of social media, the onset of the global recession, the growing distrust of authority, and the burgeoning Millennial class have prompted a rapid evolution in the ways newly empowered and emboldened consumers choose to communicate. Therefore, to rise above the cacophony of the attention economy, we have created the Story Cycle to help brands better connect ...

Can the Story Cycle make you a better storyteller and seller?

Great storytellers – from Aristotle to the Apostles to Shakespeare to Spielberg – have used a proven story structure that has been around since the beginning of time. Joseph Campbell, America's foremost mythologist, identified this universal pattern to story before his death in 1987. He called it the "Hero's Journey." Fast Pitch Storytelling Workshop from Park Howell Once you understand the hero's journey, you see it everywhere in your life. I first learned about Campbell and his monomyth when our ...

New Executive Master’s for Sustainability Leadership program launches at ASU

The movie I recommended more than most last year was Finding Joe. It was created by the Joseph Campbell Foundation as an inspirational documentary on how we all travel a hero's journey: providing we have the guts to follow our bliss. Whether we live an epic life, or a snoozer, is strictly up to us. Campbell, who passed away in 1987, was America's foremost mythologist who coined the term the hero's journey. He described a common sequence of events found in stories from the ...