Good Marketing
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Marketing is sometimes perceived as deceitful or manipulative, with a goal to make us buying things that we don’t really need or at unfairly high prices. It may also be viewed in an oversimplified manner, as “common sense” and “creative thinking”, limited to promotional activities and advertisement. On this site I will focus on positive aspects of marketing - changing the world for the better, establishing new trends, providing great customer service, engaging and creating shared value, corporate social responsibility and sustainability. I will also tell you how successful marketing strategies are rooted in understanding human psychology.
Curated by
Kasia Hein-Peters
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Visual storytelling is important. How do you get started? Doyle Buehler prepares to answer your questions in his upcoming webinar.
Kasia Hein-Peters's insight:
How to make your storytelling more visual 
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Learn more about Blue Ocean Strategy by browsing through the most commonly asked questions and their answers provided by the authors of Blue Ocean Strategy.
Kasia Hein-Peters's insight:
Key questions answered on Blue Ocean Strategy
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Kasia Hein-Peters's insight:
Brain imaging combined with a more classical market research allowed to find a region of the brain that correlates with better results of an antismoking health campaign.
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Corporate communicators prefer factual over emotional storytelling - but neuroscience suggests that approach is dead wrong.
Kasia Hein-Peters's insight:
A few tips for a good storytelling
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There's a difference between living your brand's story and simply talking about it. Here's how to distinguish the two.
Kasia Hein-Peters's insight:
Storydoing instead of storytelling...
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With $3 billion in annual global sales last year, Under Armour has become the second largest athletics brand in the U.S. Here's how its use of digital marketing contributes to this success.
Kasia Hein-Peters's insight:
How Under Armour challenges Nike
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Jeff Bezos stopped by our office yesterday and spent about 90 minutes with us talking product strategy. Before he left, he spent about 45 minutes taking general Q&A from everyone at the office.
Kasia Hein-Peters's insight:
"...you should consider your point of view as temporary"
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Most of the samples will be distributed as Quaker Oatmeal Cups to morning commuters in cities including New York, Chicago, Los Angeles and San Francisco; and as oatmeal pouches distributed to
Kasia Hein-Peters's insight:
New Quaker's campaign
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Over the last 5 years, West Elm has humanized its products, and its relationships throughout the supply chain, entering uncharted territory in the process.
Kasia Hein-Peters's insight:
Fair trade as a new strategy for West Elm
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The ad, "Snow Day," features 21 athletes from the worlds of football, soccer, boxing, tennis, CrossFit, and more who, in the middle of a snowstorm, burst out of houses, cars, through windows, and
Kasia Hein-Peters's insight:
How do you like the new Nike add?
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I've started noticing a trend. Increasingly in the world of business, and especially among online entrepreneurs, coaches are touting get-rich-quick schemes to help you reach that all-hallowed 6-figures in 6 minutes flat.
Kasia Hein-Peters's insight:
Slow Marketing movement started in Canada...
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Kasia Hein-Peters's insight:
This is my approach to the human-centricity in pharma business
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![5 Things That Can Make Nonprofit Marketers More Effective [New Research] | Good Marketing | Scoop.it](https://img.scoop.it/6LzuP7CVVAFfbr-CWK7NUjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Get all the details on nonprofit content marketing from Content Marketing Institute’s 2016 report, plus insight from Joe Pulizzi, and three takeaway tips.
Kasia Hein-Peters's insight:
Professional content marketing for nonprofits
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Ben & Jerry's CEO shares how to integrate social good into your business model, measure impact and recruit more brand fans.
Kasia Hein-Peters's insight:
Ben & Jerry builds social responsibility into their business model
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So you're rebranding a company? This process can be tricky, but these 4 simple steps will lay the road map for your success. All you need to do is...
Kasia Hein-Peters's insight:
Rebranding made simple
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IKEA announced last week that as of September 2015, all cotton used for its products — from furniture to towels, bedding and other home textiles — comes from more sustainable sources; specifically from farmers that use less water, less chemical...
Kasia Hein-Peters's insight:
IKEA is the first major retailer who uses cotton only from sustainable sources.
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How psychology, storytelling, and design could create more effective healthcare, and save lives
Kasia Hein-Peters's insight:
Storytelling is effective in healthcare communication
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Nudges that benefit companies and not consumers are a misguided use of a principle of behavioral economics.
Kasia Hein-Peters's insight:
Good nudging and bad nudging in business
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While many brands use content marketing to drive conversions, nonprofits have different goals in mind.Nonprofits use content marketing to educate and inspi
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Klick takes a look at the recent TEDxToronto through the lens of two experts who talk Big Data and Behavior....
Kasia Hein-Peters's insight:
Psychological insights from TEDx Toronto
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This city bursting with "phanatical" evangelism offers a case study on brand loyalty, providing lessons on what it takes to convert a dweller to a devotee. Take a look.
Kasia Hein-Peters's insight:
I lived near Philadelphia for a few years and always saw a lot of loyalty toward the city. Strong traditions helped.
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The video, filmed in a closed shoot, was designed to "start a conversation about valuing women's accomplishments instead of their weight on a scale," Julie Lehman, Lean Cuisine's director of
Kasia Hein-Peters's insight:
Really nice campaign valuing other things in women's lives than their weight
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It’s crucial for brands to recognise the importance of narrative; today’s society is no longer B2B or B2C, it’s people to people.
Kasia Hein-Peters's insight:
"It’s crucial for brands to recognise the importance of narrative; today’s society is no longer B2B or B2C, it’s people to people."
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Raj Sisodia is a leading figure in the Conscious Capitalism movement - he is the FW Olin Distinguished Professor of Global Business and Whole Foods Market Research Scholar in Conscious Capitalism at Babson College in Wellesley, MA.
Kasia Hein-Peters's insight:
"Conscious Capitalism is not a business strategy or business model. It is a comprehensive philosophy of doing business."
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