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Willow Baum Lundgren is a strategy consultant and new school/word-of-mouth marketer for a networked, on-demand world. She works with entrepreneurs, business leaders, non-profits and authors to take their ideas, brands and platforms to the next level. We help clients think differently and grow cost- effectively, despite a dizzying choice of media and marketing options.

We believe Social Economics -- aligning commercial goals with making the world a more sustainable, collaborative place -- is the future of brand engagement.

See Beliefs.

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Bookshelf

The World is Flat
Thomas L. Friedman

Green to Gold
Daniel C. Esty and Andrew S. Winston

Word of Mouth Marketing
Andy Sernovitz

The Influentials
Ed Keller and Jon Berry

Purple Cow
Seth Godin

Life After the 30-Second Spot
Joseph Jaffe

Duct Tape Marketing
John Jantsch

Coke

Tappening: Bottled Water Jujitsu

Submitted by willow on Tue, 2008-01-22 00:34.

How do you foster more mindful consumer behavior?

Take a cue from this sustainability campaign: Tappening, a brilliantly simple brand ambassador program in praise of tap water. Rather, not bottled water.

Their formula? Seems to be:

Blank reusable Nalgene (it looks like) bottles +
1 Logo +
1 Blog with e-commerce capability +
1 strategically placed story in AdAge about a potential PR stunt targeting Coke -- seven months out (!) so whether or not (and how) Coke responds will continue to make Tappening news =
A flurry of blogosphere buzz +
1,310,886 page views as of today.

A very, very nice start. We'll be watching how this one continues to unfold.

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