Wednesday, 4 April 2007

50 Things: an Open Source Chapter

Okay, so I am quite close to getting some of the book out for comments. I am going to do it in 10,000 word 'chunks. What I will do is post a summary of what that chunk covers. And then anyone who wants to read it can email me at and i will email the chunk back. You'll have about 2 weeks to respond if you want to make comments. It allows me to keep track of who has what, get feedback direct and counter any worries my publisher has about just letting the whole draft of the book loose online (for Chinese book pirates to download).

Meanwhile I realised I want to rewrite the concluding chapter of the book. I want it to be a list of '50 things you can do' (just like the consumer lists, where you can change your lightbulbs, buy local foods etc., but for marketers in business)

For instance one would be: Conduct a green brand audit
(the difference between this and regular CSR reporting would be understanding where you are in relative perceptual terms and why; for instance in Karen Fraser's excellent Ethical Index Nike scores low, because people still associate them with some of the issues and protests of the 1990s, whereas in ethical consumer guides they are now one of the good guys)

Quite a few of these suggestions will obviously come from the guts of the book. But I thought I'd throw it open for suggestions too. What would you put in the marketing equivalent of 'change the world for a fiver'? Pls do post suggestions here, for discussion (or if you feel shy about it, email me at the address above). Full credit will be given to anybody whose suggestions I use!


Karen Fraser said...

Ooh OK I'll have a go... I've been out for a beer though, so might be better/worse as a result:

1a. Buy a webcam
1b. Learn how to use it
1c. Then tell me

Karen Fraser said...

When I posted I thought it obvious, but in case it's not, the webcam could help cut down unnecessary business air travel.

John Grant said...

What a great idea. Do you think we could develop a little training resource (first for us, but later for clients)? Who wants to develop this. We could do it as a wiki, I am happy to be a guinea pig too, I have a camera integrated in my laptop IIRC.

anonandon said...

Have you formulated a list of contents for the book yet john?

I would be interested in (from a creative pov) to know what your feelings are from the 'creative brief' standpoint.

I have seen a number of briefs recently that add 'is it green' or 'how can we make it green' as some sort of bolt on, prioritsed very low usually after manditories. This kinda misses the point i feel and seems more a knee jerk reaction because green is the current hot topic.

If this is not addressed properly with some elegant thought / solution to how it is included as a solid problem to resolve/address in the future may be detrimental to the good work people are putting into this.

Just curious to know what you think? ta

Karen Fraser said...

A second attempt.

Companies add 'green' criteria to traditional employee bonus schemes. All the usual performance criteria, plus additional rewards for sharing/not having a company car, taking fewer flights, printing less, etc.

Intended result is that company saves money, employee benefits increase, and saving resources becomes more desirable.