Skip to main content

Thank you world.

I'd be remiss if I didn't mark Earth Day by recognizing some of the contributions being made by some of the companies we work with at BD'M.

We partnered with Best Buy to help brand and promote its Greener Together initiative to help address the damage caused by too many electronics piling up in our landfills. We need to remember to not just dump an old TV or PC. Bring it in to Best Buy to be safely recycled.

Applied Materials is a nanotech company. So what has that got to do with Earth Day? At its core, Applied helps the world do more with less. Chips that are more powerful yet more efficient. Architectural glass coatings that conserve energy. Flat panel displays that are brighter yet use less energy. And a large and growing solar energy business that is helping to scale this industry to reach grid parity.

And today, our friends at United announced a new program to help eco-conscious fliers do something to offset the carbon footprint created by jet travel.

When companies try to support green initiatives they walk a fine line between trying to do something and being called out for not doing enough. Fair game. But doing something beats doing nothing every time.

On this Earth Day 2009, let's take a moment to say thank you to mother earth, through words and deeds. Perhaps this song will put us in the mood.


Popular posts from this blog

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of  premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius.  Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv

Marketing as a service.

What if we re-imagined marketing as a way to serve customers?  What if we designed it as a way to provide real-time value and utility to customers? Our SXSW panel at explored these issues and more.  Marketing as a service harnesses Big Data to provide more meaningful and helpful experiences for customers.  It is a principle born of the belief that the dynamics of customer loyalty have fundamentally changed.  Loyalty can no longer be solely defined by customers staying loyal to a brand.  Because the internet provides us with unlimited choice, the tables have turned – brands must now demonstrate their loyalty to customers by serving them.