Tag Archives: Green Marketing


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Survival of the fittest storyteller: How stories insure our sustainability

What is the primary function of our brain? Survival. The oldest portion of our noggin – the brain stem – is our “Reptilian Brain.” It triggers our most basal instincts of fight or flight. Survival! Our inner brains began to evolve about 300 to 400 million years ago. We call this our limbic brain, which primarily handles emotion and memory. It’s easiest to remember the limbic brain’s function by the four “F’s” of SURVIVAL: Feeding, fighting, fleeing and fornication (Sexual reproduction). Emotions, one might argue, is what ...

Didn’t the ancient Greeks warn us about posting selfies?

We tell each other stories for no other reason than to make sense out of the chaos of being alive. And we, of course, love to be at the center of the stories we tell. Just look at the social phenomena of the "selfie," those self-taken pics that populate Facebook and Instagram like Chickenpox on a toddler. I'm in the throes of finalizing my new book on brand storytelling called, Story Built: How to Craft Spellbinding Brand Stories to Create Epic Customer ...

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Future sustainability leaders to nurture their inner storyteller

(The following article originally ran in Sustainable Brands news)  Park Howell, president of Phoenix-based brand strategy and marketing firm Park&Co, also heads the Communications thread of the Arizona State University School of Sustainability’s Executive Master’s for Sustainability Leadership (EMSL) program. Under Howell’s direction, the program replaces communications theory with “communications commandos.” We spoke with Howell about tapping into our innate storytelling instinct and how the Story Cycle can be utilized by brands in their marketing efforts and by sustainability executives to enact change within their ...

How I got myself unceremoniously fired on Basecamp by my self-publisher

I need some help with self-publishing. And apparently at communicating. I was working with a local group to publish my new book, Story Built. But they terminated me. That's not the half of it. I was fired on Basecamp. Basecamp! Now I know what you're thinking: "Basecamp is for project management, not a platform for meaningful creative conversation about how to best publish the blood, sweat and tears one puts into writing a book. And especially not a place to fire someone." Right? You're also ...

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 ...