I've been enjoying 24 hours away from the book; it's with publisher and a number of you to read (new batch about to be sent out, if you are waiting, just need to get on the other computer).
Welcome to anybody who has joined from the Bookseller's Association conference (or the BookInvolver's Association as I suggested they rename themselves), which is where I was on Monday. The views from the train from York to Harrogate were breathtaking - hence choice of pic. Editing a book on the train is particularly productive, I may start working that way more often, it might be cheaper than renting a London office too. Only kidding - I know carbon footprint etc. - but its amazing how much better long distance trains have got in last ten years, little things like laptop power sockets really make a difference.
On to fishing... Fresh from the book, feeling released from endless editing (okay for a week or too) I have started to pursue some entreprenurial brand schemes which came out of the research for the book. The initial reaction has been very encouraging, plus I am already embarked upon ethical & environmental-relevant innovation projects with several major clients. I am just floating this and have already talked to two or three readers of the blog (you know who you are) but I am interested in getting to know potential collaborators with complementary skills to my own - eg coming at this from creative, management or CSR/NGO angles. Some of the schemes could look like pro bono cause campaigning (Andrew and I are still gunning for xmas and I am seeing a friend at a leading eco magazine on friday to - among other things - see if they want to be the 'client'/host). But most of them are serious commercial marketing programmes with a beautiful coincidence of social & environmental benefits. It might be a good reason to have one of those meetup style gatherings. But also I am location agnostic, I have got quite used to collaborating on projects with international teams from the States and elsewhere.
Update on videophone; it is brilliant within europe but absolutely pants if you are talking to someone in Brazil, at least when using Skype. we could barely hear each other, and had to switch to email. it was really nice at least to meet the people that way. I will have to test AIM/ichat long range and see if it is better.
Finally book title. Gareth Kay who read the previous draft en route to singapore raised the following point:
"The thought that is nagging me most is about the title and I know you have spent a lot of time thinking about this and getting thoughts on your blog. But the more I delved into the book and the more I thought about it the more the title felt too narrow. Yes, green is a big thing at the moment like it was in the late 80s and I sense the need to reframe what it means. But I wonder if the title may limit its appeal. To me, the book is much bigger. Its about a manifesto for common sense, a call for radical common sense in marketing. Unless we think about the effects of our actions on the environment and on people marketing will eat itself. Sustinability comes from finding a bigger purpose than making money-enthusiasm- and 'green' feels like a subset of the argument you make. My 2 cents for what its worth, and maybe fixed with a very juxtaposed cover image."
I'm at the stage when i could change the title, subject to persuading the publisher that an alternative was better. I'd have to do it soon though because we are about to start work on the cover and launch the title at least internally to their sales force.
Here are some options (titles & somewhat interchangeable subtitles so I'd like a view on both title & subtitle), just to get some feedback from my esteemed blog readers:
THE GREEN MARKETING MANIFESTO
Ethical Environmental and Effective
THE SUSTAINABLE MARKETING MANIFESTO
A radical programme for values led marketing
RADICAL COMMON SENSE
Redefining marketing to meet the challenges of sustainability
SUSTAINABILITY AND BEYOND
Fresh approaches to green marketing (without greenwashing)
SENSE AND SUSTAINABILITY
9 fresh approaches to green marketing (without greenwashing)
Marketing's crucial creative role in building a sustainable world
Open to more suggestions too of course.
If it's close there are advantages to the current title (link to my series of books, ready acceptance by book trade, the topicality of green) and there is a definite cost of a day of my life I would have to spend simply re-editing the text to reflect the new title. But if a job is worth doing then it's worth doing.
ps the title thing is kind of crucial and urgent so if anybody felt the urge to blog and link or email inviting others to help with extra views on just this, it would be great too. they dont have to know the book, because the fresh impression as in a bookshop is just as relevant. And there arent that many book titles in history that have been decided/shaped by blog after all. :J