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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Have clichés rendered your green marketing unsustainable?
Are you a green marketer who has considered using the call-to-action, "Got Green?" Are you a sustainable company that put the word "Green" in your name, and if so, do you have the cojones of Greenpeace to back it up? Are you guilty of "Green Corn?" It's a symptom of trite green marketing that appears in visuals for sustainability, like Mother Earth glistening in a water drop, cupped in hands, or twinkling in a child's eye. Do you give in to "Carbon Fetish?" ...
With a name like “Coal Burger,” it’s got to be green.
I nearly spit my organic coffee into this morning's Arizona Republic reading restaurant critic, Howard Seftel's, review of the new Coal Burger restaurant in Scottsdale and it's "Green" branding. They're making the classic mistake lots of new companies make when they're trying to tell their green story. They let the story get in the way of the product, and Seftel grills them for it. From his article, which I can't find online, Seftel writes, with tongue firmly in cheek: "The most important ...
Is green marketing already going the way of the bison?
Green marketing is as new and fresh as a prairie flower. It can't already be in decline! Can it? That's the question posed during next Wednesday's FREE Link-n-Learn webinar presented by the Phoenix Green Chamber of Commerce, called, "Is Green Marketing Dying of Irrelevance?" You have to give the green chamber some credit, as it calls into question the marketing surrounding the vary industry it's trying to promote. This is a timely subject hosted by Derrick Mains of Your3BL Radio. I ...
“Got green?” and 10 other brand-curdling clichés to avoid in your green marketing
I have a love/hate relationship with the "got milk?" campaign. The campaign itself is brilliant branding and marketing. It's become an iconic movement around a basic product. As an advertiser, what more can you ask for? The campaign sours for me with every hackneyed use of the tagline. A dentist asks on a billboard around the corner from our office: "got teeth?". An attorney questions: "got divorce?". Even ATV dealers take it for a spin: "got sand?". It's certainly admirable to ...