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	<title>fruitful strategy</title>
	<link>http://www.fruitfulstrategy.com/blog</link>
	<description>Aligning reputation and revenue with sustainability</description>
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		<title>Activating sustainability at the brand level</title>
		<description><![CDATA[What is sustainability at your company? A laundry list of generic social and environmental initiatives, or a powerful driver of brand goals? Corporate sustainability can be much more than reducing carbon or water footprint. More than LEED and ISO-14001 certification. More than philanthropy and cause marketing&#8230; or reduced packaging&#8230; or a greener and more accountable [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2011/10/activating_sustainability_at_brand_level/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=activating_sustainability_at_brand_level</link>
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		<title>20% off my session at SB Executive Seminar Series</title>
		<description><![CDATA[This fall, I&#8217;ll be teaching Brand Strategy: Building the Credible Sustainable Brand as part of the newly launched Sustainable Brands Seminar Series.  The 5 one-day individual courses will be held in four cities: San Francisco, hosted by Williams Sonoma &#8211; Week of October 4 Twin Cities, hosted by 3M &#8211; Week of November 29 New [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2010/09/20-off-my-session-at-sb-executive-seminar-series/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=20-off-my-session-at-sb-executive-seminar-series</link>
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	<item>
		<title>&#8230; and she&#8217;s back</title>
		<description><![CDATA[I&#8217;ve gone dark on the blog for months, I know. Plenty of people over the years have asked me why I give away so much of my thinking on my blog, and I&#8217;d respond that it&#8217;s the best way to build a reputation and give potential clients an opportunity to see how I approach problems. [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2010/06/and-shes-back/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=and-shes-back</link>
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		<title>Sustainable Brands conference discount</title>
		<description><![CDATA[I am happy to announce that I am part of the faculty at this year’s Sustainable Brands Conference in Monterey, CA on June 6 &#8211; 10. Early Registration discounts have now expired, but as a member of my network, I’m able to offer you an extension of these discounted rates — which amount to 20% [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2010/04/sustainable-brands-conference-discount/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=sustainable-brands-conference-discount</link>
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	<item>
		<title>10 strategies for building credibility</title>
		<description><![CDATA[I recently conducted a webinar on 10 Strategies for Building a Credible Sustainable Brand in conjunction with Sustainable Life Media. While I&#8217;ll never again agree to develop an hour&#8217;s worth of new content with 1 week&#8217;s notice (!), I appreciated the opportunity to pull together a fairly comprehensive set of strategies that help brands build [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/11/10-strategies-for-building-credibility/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=10-strategies-for-building-credibility</link>
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		<title>Sustainability: What Matters Most?</title>
		<description><![CDATA[I’m a big fan of analogies; one of my favorites is equating customer relationships with personal, romantic relationships. If you ask a woman about the kind of guy she wants to marry, she might say, “handsome, rich, successful and exciting.” Fast-forward a few years and we see whom she actually marries: maybe a nice, average, [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/10/sustainability-what-matters-most/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=sustainability-what-matters-most</link>
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	<item>
		<title>Building the business case</title>
		<description><![CDATA[Your company has been progressing nicely up the sustainability curve from compliance to cost savings. The next logical step is reputation and revenue generation, and it&#8217;s here that many sustainability pros hit a roadblock. Without a CEO mandate, business units usually have little incentive to deviate from what&#8217;s been working in the past. Sustainability and [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/09/building-the-business-case/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=building-the-business-case</link>
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		<title>Role of retail in sustainability</title>
		<description><![CDATA[Recently I was in the market for a new laptop, so I headed over to Best Buy and a few other places to check out their selections. And of course since I&#8217;m in the business of sustainability, I was looking for a bit of education on &#8220;green&#8221; electronics: which manufacturers were leading and lagging in [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/07/role-of-retail-in-sustainability/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=role-of-retail-in-sustainability</link>
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		<title>Creating competitive advantage through sustainability</title>
		<description><![CDATA[I just published a post on Triple Pundit that fleshes out the market-facing aspects of a model I&#8217;ve been working on with The FairRidge Group. Called the Sustainability Management Maturity Model (SM3), it&#8217;s a tool to help businesses assess their readiness to address business sustainability challenges and opportunities. The internal management components were outlined last [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/07/creating-competitive-advantage-through-sustainability/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=creating-competitive-advantage-through-sustainability</link>
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		<title>The elephant under the table</title>
		<description><![CDATA[If you couldn’t make it to the Sustainable Brands conference in Monterey last month, you missed a lot of good content, networking and discussion. The big question that came out of the conference for me was, “what does capitalism look like in a dematerialized world?” In other words, is a sustainable brand an oxymoron? Sustainability [...]]]></description>
		<link>http://www.fruitfulstrategy.com/blog/2009/07/the-elephant-under-the-table/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=the-elephant-under-the-table</link>
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