Green by Design

Green By Design : Sustainable Integrated Marketing

Wednesday, January 2, 2013

Sustainable integrated marketing?
Integrated marketing is successful if we consume more.


We consume, therefore we are
E N V I R O N M E N T/ W E B S I T E
FA C I L I T I E S
RADIO ADS TRADE
S H OWS
PA C K A G I N G
P U B L I C I T Y/
ARTICLES
P O D CASTS P RODUCTS /
S ERVICES
MAGA Z I N E
VE H ICLES BRAND
ADS
NAMES
WR ITTE N
ORDER LANG UAG E E-MAI L
FORMS VI S UAL
LANG UAG E VIDEO
N E W S PA P E R P O D CASTS
ADS
SPOKEN
SALE S LANG UAG E C ATA LO G
SALES REPS
C U S TO M E R SEARCH
L I T E R AT U R E S UPPORT ENGINES
S TAT I O N E RY
C O NTRACTS
B LO G S
TV ADS
D I R E CT N EWS LETTE R
B O O KS MAI L MAGA Z I N E
OUTDOOR
ADS


From rewarding production to consumption
The US economy transitioned right after world war two


When will China?


My nuclear childhood
My earliest memories of nuclear are very bad, how about you?


My family tree


1
DO NOTHING


2
CHANGE HOW
WE CONSUME


3
CHANGE WHAT
WE CONSUME


Thoughtfully Design an Experience
Designed to engage, entertain, educate, inspire or any other worthy effort.



WHAT DOES
THIS COLOR
MEAN TO YOU?



WHAT DOES
THIS COLOR
HOW MANY
MEAN TO YOU?
WOULD USE IT
IN THE BEAUTY
BUSINESS?



WHAT DOES
THIS COLOR
HOW MANY
MEAN TO YOU?
WOULD USE IT
IN THE BEAUTY
BUSINESS?

HOW ABOUT
THE JEWELRY
BUSINESS?



WHAT DOES
THIS COLOR
HOW MANY
MEAN TO YOU?
WOULD USE IT
IN THE BEAUTY
BUSINESS?

AND HOW ABOUT
CONSTRUCTION? HOW ABOUT
THE JEWELRY
BUSINESS?


What’s happening?
The information in a daily NY Times newspaper
is equal to what one 17th century person
was exposed to in a lifetime.

Media consumption study by Ipsos
shows us we are creating more time in our day,
43 hours in a 24 hour day.

Do you text when you drive? Do you have your
television on while you’re on your computer?


What’s happening?
We are bombarded with over 5,000 messages a day
and only ONE percent get through. (One political ad this election)

A study by Yankelovich estimated we (as consumers)
believe only 4 percent of commercial messages.
that’s 96 percent distrust.

We (as consumers) are more sophisticated marketers,
we’re advancing nearly as fast as the marketing people
who try to reach us. We know what you’re trying to do.


Let’s do the math, and carry the one.
This means in an average month we’re confronted
with 150,000 brand messages.
1,500 hundred actually get through to us, we hear them.

And, if I do some simple math, if we only
trust four percent of those,
that’s 60 messages per month.

We don’t trust the message your sending.


RE
DUCE


RE
CYCLE


RE
USE


RE
GIFT


RE
APPLY


RE
THINK


Be uncomfortable,
discard the security blanket.


Upcycle brands and products
you will find new perspectives on old things


Brands with heritage
tend to think about sustainability because they need to


PURPOSEFUL DESIGN
designed to last, designed with purpose, designed to be consumed.


Design is everywhere,
if we spend the time to think about it, we can improve it.


Do you just believe,
or is it something else?


It means something,
as there are opportunities to design in meaning.


Oil prices and consumption
the correlation is there, here some interesting aspects.


Thoughts on designing an experience
Physical things,
make the intangible, tangible

Generalists,
not specialists

Bending the rules,
like criminals with a “get out of jail free” card.

Do you just believe,
or is there something else?


Be uncomfortable,
discard the security blanket.

Clarity in time,
doesn’t mean clarity now but certainly soon.

It means something,
as there are opportunities to create clarity.

Intuition intelligence
High IQs may not always apply.


Out of context,
and you are out of oxygen.

Be a champion,
for something worth championing.

Caring for your words,
support them visually and use them deliberately

Consider all senses,
they exist for a reason


Physical things,
make the intangible, tangible


Generalists;
not specialists.

IBM GOOGLE
BUCKLE SATURN

ORANGE
TARGET
FOX RIVER
DIGITAL
VIRGIN
APPLE

OXO
LAUNDROMAT
MONSTER ZENITH

GREYHOUND
BEST BUY

KLEENEX

Are writers good namers?


Bending the rules,
like criminals with a “get out of jail free” card.


Clarity in time,
doesn’t mean clarity now, but certainly soon.


Intuition intelligence,
high IQs may not always apply.

Credit: Capsule, 2007


Credit: Capsule, 2007


Intuition intelligence,
high IQs may not always apply


Out of context,
and you are out of oxygen.


HOW DO WE DO IT RIGHT?


Be a champion,
for something worth championing.


Caring for your words,
171,476 words in current use, how many new brands,
businesses, products are launched each year?

SETU: Hindi for bridge, connection.

The chair for the places in between work and home.


Consider all senses,
they exist for a reason


Sense of Smell
On average we breathe in 20,000 times per
day.


What does beautiful smell like?


Sense of Sight
Sight is a supporting sense and not as
trusted as the other senses.


When will Apple launch the iContact?

PHOTOS: University of Washington | Courtesy of Babak A. Parviz


Sense of Sound
Selective hearing, “the cocktail party”
effect is a learned behavior.


What will you hear from this guy?

http://www.woodynorris.com


Hearing aid or auditory advantage?

‘corona’ by tangerine


Sense of Taste
What does it say that we serve our food
at the temp of a freshly killed warthog?


How long has it been since you’ve acquired a taste?


Sense of Touch
Largest sense organ and includes pain,
temperature and pressure.


When does design go wrong?
when this is the experience designed.


Clients
Capital One JC Penny
Cargill Nestea
Cody / NYC / Sally Hansen Netgear
Fisher-Price Panda Express
Fox River Socks Schwinn / Mongoose
Herman Miller Target
HoMedics Victory Motorcylces
Jack Daniel’s Wells Fargo


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