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Make Practical Green Part Of Your Futureproof Brand
This story first appeared in Huffington Post January 31, 2012. When it comes to green, virtue doesn’t work. That is the sadly obvious conclusion reached by The New York Times’ John Tierney a few weeks...
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Building Ripples Into Your Futureproof Brand
This story first appeared in Triple Pundit March 14th, 2012. The concept of brand has rippled, or expanded, greatly with the rise of sustainability. Suddenly, it isn’t all about limiting interaction...
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Telecommuting: Is Your Brand Ready For Unleashed Workers?
A key element of futureproof brands is the ability to predict the needs of rapidly evolving consumers. This is easier said than done. In hindsight, Facebook makes sense. But few could’ve predicted the...
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Can Twinkies Become A Futureproof Brand?
This story first appeared in Sustainable Brands November 19, 2012. I’ve been following the Hostess bankruptcy proceedings the past few days. Yes, the company is mired in labour conflicts, rising debt...
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Is There A Futureproof Brand To Replace Black Friday?
This story first appeared in Triple Pundit November 22, 2012. What can I say about Black Friday that hasn’t been said already? How about ‘Is this thing sustainable? And if the conscious consumption set...
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Eco-labels: Is Design Thinking Bringing Clarity To The Chaos?
This story first appeared in Sustainable Brands December 5th, 2012. For businesses, eco-certification labels are a manifestation of two forces. First, a desire to demonstrate responsibility in an easy...
View ArticleFundamentals of Futureproof Brands 3: The Four Forces Of Chaos.
Welcome to another of my Futureproof Brands videos. This one explores the forces of chaos that brands are exposed to – and that futureproof brands are built to survive and thrive in. Enjoy! Want to...
View ArticleSustainable Brands For Unleashed Workers – Live!
A few weeks back, I was invited by my friends at the Bauhub to do a presentation on the future of work. I believe strongly you can create sustainable brands aimed at our burgeoning independent (or...
View ArticleThe Hole In The NRA’s Futureproof Brand Armor
This story first appeared in Huffington Post January 22nd, 2013. I’m in awe of the NRA. As an outsider (aka Canadian) I see an organization whose continued existence as a political force defies logic....
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Take Your Sustainable Brand Up Three Notches
We all hear sexy corporate sustainability stories from companies like Patagonia and Seventh Generation. Insanely excited employees, cool programs, carbon footprint shrinking, productivity rising, yada...
View ArticleWhy Exactly Are You Doing CSR?
Today it seems every company is asking how to engage in CSR. That’s a good thing. However, I don’t see nearly enough companies really digging deep and asking why. That’s bad. I’m old enough to...
View ArticleLego thinking: key to futureproofing?
This story first appeared in Huffington Post June 12th, 2013. Key to futureproofing is creating a brand that fulfills your customer’s higher order needs. Things like meaning, authenticity,...
View ArticleGetting Over The Sustainability Innovation Hump
This story first appeared in Huffington Post November 12th, 2013. I just read an interesting Deloitte study linking sustainability with innovation inside corporations. According to the study,...
View ArticleTo build a futureproof brand, build your global expert network.
A few years ago, my green ad agency was acquired by Maddock Douglas, an innovation agency based in Chicago. For a year, I worked with the team at MD, honing a green innovation process for their...
View ArticleWill Consumers Will Put A Bullet In Your Brand?
I help build futureproof brands that are resilient enough to thrive in our highly unsettled times. These brands live at the intersection of the brand’s higher order purpose, and the consumer’s higher...
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Want a brand that thrives into the future? Learn to decode happiness today.
Brands sell happiness. And, of course, brands sell perennial unhappiness. They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them happy. And...
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Want a brand that thrives into the future? Learn to decode happiness today.
Brands sell happiness. And, of course, brands sell perennial unhappiness. They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them happy. And...
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Want a brand that thrives into the future? Learn to decode happiness today.
Brands sell happiness. And, of course, brands sell perennial unhappiness. They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them happy. And...
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