For 18 years, Park Howell has been the owner and chief storyteller of Park&Co, an advertising agency in Phoenix, AZ that exists to build movements that matter.
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A double shot of brand storytelling at Creative Mornings in Scottsdale
I recently spoke at our local Creative Mornings, the monthly breakfast lecture series hosted in cities around the nation. The theme was "Reuse in Creativity." No, it wasn't a celebration of plagiarism. Rather, I presented a workshop on how to create more powerful stories for sustainability initiatives and green marketing, which are already replete with plagiarism (Leafs on logos, globes in hands, sprigs growing out of lumps of coal). I led with my "Got Green? and 10 Other Brand Curdling Clichés of Green ...
How a fragile velociraptor devoured the Jurassic Park myth
We judge everything in milliseconds. We can't help ourselves. And if you're responsible for telling the story about a brand, than you had better sweat the details. It is in these tiny story morsels where our customers make snap judgements about our offering, and they don't even realize they are doing it. I finally got around to reading Malcolm Gladwell's book, Blink, and from it I realized that our stories are often told in a blink of an eye: that all-important ...
What chief sustainability officers can learn from screenwriting
(The following article appeared today on the Sustainable Brands website.) If all the world’s a stage, according to Bill Shakespeare, then one needs to look no further than the c-suite for some of its highest drama. A new, fairly misunderstood protagonist has entered this mercurial world where survival typically goes to the fittest Machiavellian mind. The success of our hero, the chief sustainability officer (CSO), relies on an immense and nimble curiosity, and they must possess a cadre of skills to capture ...
Green is dead: How to stop selling sustainability like it’s a pair of sneakers
If you have the word green in your name, do whatever it takes to remove it. Unless you're Greenpeace, of course. They've got the cajones to back it up. Listen to internet radio with Your3BL on Blog Talk Radio Derrick Mains invited me on his his Triple Bottom Line radio show today, and we had a gas (Not the carbon kind) exploring ways to tell your organization's story around its sustainability. Green marketing and selling your sustainability initiatives like a glossy consumer ...
Meat origami: the new art of green marketing?
I like meat as much as the next carnivore. But given that my 51-year-old metabolism is slowing to the gate of a geriatric crossing the street with a tennis-ball-cushioned walker against a yellow light, I've been feasting on more fish. And, apparently, saving the planet. I awoke this morning to this deliciously disgusting piece on meat from the twisted guys at Do the Green Thing, and I just had to regurgitate it up for you. Note to green marketers everywhere: Stop being ...