Hanna Andersson

Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her "outsider-insider" creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Spanx, Ben & Jerry's, Celestial Seasonings, CHEFS and Boston Proper.  She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of  two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. You may reach her at asyverson@ierpartners.com.

Green. Greener. Greenest. Just how would you rate your brand’s shade of green? Crayola lists nine different shades of green in its rankings of the top 50 crayon colors. From the original Green (ranked No. 21) to Caribbean Green (No. 6) to Asparagus (No. 26) to Screamin’ Green (No. 49), the hues of green are varied and eclectic. The same is true for brands’ environmental policies. Some brands are extroverts in their environmental policies; others are introverts. When thinking of bold greens, consider Whole Foods, Prius, Ben & Jerry’s, Burt’s Bees, Tom’s of Maine, Aveda and Starbucks. These brands resonate with consumers as good

By Lisa Yorgey U.S. Catalogers marketing in Japan May have been deflated by recession, but they are not defeated. In the mid-1990s, direct marketers sought riches in Japan much like the miners of the California gold rush. The yen reached an all-time high against the U.S. dollar in 1995, and Japanese consumers indulged their appetite for American goods. With an exchange rate of approximately 85 yen to $1, it was incredibly inexpensive for Japanese consumers to buy merchandise from U.S. catalogers who, in turn, were selling American products in Japan hand over fist. The U.S. mail-order frenzy also was perpetuated by the Japanese

by Lois K. Geller I believe we reap what we sow. And lately, I've become even more aware of companies that, through their direct marketing programs, are contributing a portion of their profits to charity. Companies are getting involved and giving because it's a good thing … and it's good for business. The goal of contributing a portion of profits to charity is to deepen the trust and the relationship with customers, enhance the company's corporate image and drive sales … while providing benefits for a worthwhile cause. A while back, I came across a study by research firm Walker Information that

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