Jerry Stifelman, Guest Writer

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  Staying Ahead in Green Business: What Makes You Special?

  April 24, 8:30 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Image credits: Denbompa and MedicMedia Selling Green Products vs Selling YOUR Green Products On the TV show, "Mad Men," ad man Don Draper saves Lucky Strike cigarette account by ignoring research about cigarettes causing disease (he literally throws it

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  Effective Communication for Green Brands: Say What You Do!

  March 27, 9:56 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Because

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  Transparency for Green Brands - to Biodegrade or Not

  February 27, 5:13 PM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Image credit: The Change Transparency Means Openness About Everything - Warts and All The goal of sustainability is clear. The means are debatable. This creates challenges for marketers (my company, The Change, works on brand creation and design for

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  Green Branding for Major Corporations

  December 11, 12:07 PM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Green Without Greenwashing My posts about green branding and design have been generating some great discussion and traffic. But I recently had a complacency check courtesy of the folks at CSRWire, who raised concerns about the relevance of my content

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  Green Branding: Free Your Inner Activist - Business Will Follow

  August 1, 8:49 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Green Branding Brings Freedom to Act A "brand" is business-speak for your standing in the community. And that standing is based on the sum of who you are, not just what you say. If someone in your neighborhood leads protests against a new coal plant,

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  Green Branding: Why Originality Matters

  June 10, 10:45 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Sustainability Must Go Mainstream Punk rock wouldn't be very punk if everyone listened to it. This isn't the case with the sustainability movement — which, as we argued in our first guest post on why green branding and marketing is important, isn't

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  Branding for Non-Profits - Why It's Important

  May 11, 10:12 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  The essence of branding is developing a clear identity for the messenger -- as opposed to marketing, which merely focuses on the message. However, in the non-profit sector, branding frequently falls by the wayside. My theory is that when your messages

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  Rebirth of the Producer

  April 13, 11:29 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  The number of companies that actually make their own products is dwindling. Manufacturing, especially as it pertains to consumer products like shoes and textiles, has been reduced to an exercise in outsourcing. It's not uncommon for competing products

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  Greenhushing Doesn't Help Anyone: Why Green Business Should Speak Up

  March 2, 1:19 PM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Greenwashing is the corporate image version of money laundering − a way to maintain the status quo under a shiny thin veneer of change. One of greenwashing's negative effects is that it dissuades genuinely green companies from promoting their own far

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  Reality vs. Perception

  February 5, 9:35 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Calling all green business people - if your company began as a way to enact your beliefs about sustainability, then your business is at odds with the status quo. This is a good thing. It gives you something to be true to -- something that's worth

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  The Virtue of Humility: Why Coke's Ethical Store Failed

  November 9, 7:36 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  The news that Coke's prototype store for its "Far Coast" ethical coffee chain concept is set to close comes as no surprise to those of us in the circle of good-for-the-world branding and marketing. But that doesn't mean we rooted for it to

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  Green Branding and Marketing: Who's Out In Front?

  August 10, 9:14 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  [This is the last in a series of five guest posts looking at the importance of brand strategy and effective marketing for green and ethical businesses. For post one, click here, for post two, click here, for post three, click here, and you'll find

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  Be More Than Green

  August 2, 9:07 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Being

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  Authenticity. (Get it Free with Your Commitment to Preserve the Earth!)

  July 26, 9:15 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  People crave authenticity − but it's hard to

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  Just Because It Saves The World, That Doesn't Make It Popular

  July 19, 9:15 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  [This is the second in a series of five guest posts looking at the importance of brand strategy and effective marketing for green and ethical businesses. For post one, click here.]

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  The Planet Wants You to Market Really Well

  July 12, 9:35 AM by Jerry Stifelman, Guest Writer in Corporate Responsibility

  Organic jeans look just like regular jeans. Fair Trade, Shade Grown coffee can taste just like

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  TreeHugger Welcomes Guest Poster Jerry Stifelman

  July 1, 2:07 PM by Jerry Stifelman, Guest Writer in About TreeHugger

  Jerry Stifelman is founder and creative director of The Change, a good-for-the-world brand strategy and design agency. Between 1993 and 2004, Jerry worked as a brand strategist, creative director and writer for leading brands, including MTV, Banana