Tag Archives: Green Marketing



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 ...

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 ...

Virgin America spins culture out of compliance through storytelling

Southwest Airlines got it first. They turned the compliance exercise of robotically spewing flight safety information to its passengers into funny stand-up routines. Industry folk thought its was alarming. Weary travelers found it disarming. Chief sustainability officers and executives can learn a lot from Southwest, not to mention this new airline safety video from Virgin America, about turning compliance into culture. Let's face it, if you're going to spur significant change in the operations of your organization to benefit people, planet and ...

How sustainable is your cat video?

Got six seconds for the premiere of my first Vine video? I call it...wait for it... "Cat-tastrophe." The piece poses many daring questions, punctures paradigms, and borrows from the anarchistic bent of Hunter S. Thompson. Shot in classic three-act story structure: Exposition, Development and Resolution (Feel the conflict?), this brilliant bit of filmmaking is sure to redefine the feline film genre forever. There, I said it. Cat videos are killers! Snookums is causing climate change, global warming, and drowning polar bears. Not so ...

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7 reasons why business leaders fear storytelling

Guest article by famed screenwriting coach, Robert McKee The Boldt Company builds mammoth construction projects: power plants, hospitals, educational and industrial complexes.  But before Boldt can build, it must win bids.  In the past, its bid team, working in the time-honored way, pit Bolt’s numbers against its competitor’s numbers.  Their win rate was one in ten. With some face-to-face coaching, the bid team soon mastered the craft of turning data into drama creating a story driven bid entitled “Boldt Builds”.  This new ...