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	<title>Brightbend &#124; Movement Marketing</title>
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	<description>Ideas for a Bright Future</description>
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		<title>Social Games are Here for Good</title>
		<link>http://www.brightbend.com/social-games-are-here-for-good/</link>
		<comments>http://www.brightbend.com/social-games-are-here-for-good/#comments</comments>
		<pubDate>Mon, 08 Mar 2010 18:59:58 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=602</guid>
		<description><![CDATA[This is not a post about the always increasing number of social gamers (about 100 million people playing mostly on Facebook).  This is not about how much money people spend to play social games ($1 billion in the US according to the same study quoted in the linked article).
This is a post about the [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>The Future of Online Marketing: Engagement over Eyeballs</title>
		<link>http://www.brightbend.com/the-future-of-online-marketing-engagement-over-eyeballs/</link>
		<comments>http://www.brightbend.com/the-future-of-online-marketing-engagement-over-eyeballs/#comments</comments>
		<pubDate>Mon, 18 Jan 2010 16:39:58 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=583</guid>
		<description><![CDATA[Kris is right.  Marketing has to be far more than dumping &#8220;content&#8221; on your audience. It has to engage customers to build long lasting relationships.
Mark Guarino hints at how advertisers will pay for &#8220;engagement&#8221;.
How can you make money from the Internet? It’s the question of the decade as advertisers struggle to create a business [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Glass Houses, Humpbacks and Movement Marketing</title>
		<link>http://www.brightbend.com/glass-houses-humpbacks-and-movement-marketing/</link>
		<comments>http://www.brightbend.com/glass-houses-humpbacks-and-movement-marketing/#comments</comments>
		<pubDate>Fri, 18 Dec 2009 05:51:47 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=566</guid>
		<description><![CDATA[Spike Jones has 11 good tips on how to ignite a community.  Merritt Colaizzi boils it down to one sentence: &#8220;Don’t talk about marketing campaigns (us v them); talk about movements (we’re in this together).&#8221;
# 5 sticks out.
Movements empower people with knowledge. Brains on Fire taught “Fiskateers” how NOT to be sales reps, but [...]]]></description>
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		<slash:comments>2</slash:comments>
		</item>
		<item>
		<title>TerraCycle and Kraft Canada Follow the Rules</title>
		<link>http://www.brightbend.com/terracycle-and-kraft-canda-follow-the-rules/</link>
		<comments>http://www.brightbend.com/terracycle-and-kraft-canda-follow-the-rules/#comments</comments>
		<pubDate>Wed, 25 Nov 2009 16:11:28 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=534</guid>
		<description><![CDATA[There are three &#8220;rules&#8221; for encouraging action on climate change that extend to any movement marketing campaign:

Any effort needs to be social. There is power &#8212; psychological and otherwise &#8212; in numbers.
Any effort needs to be convenient/simple.  This leads directly to the idea that people don&#8217;t need more information, they need more guidance.
 Any [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Reward Good Behavior</title>
		<link>http://www.brightbend.com/reward-good-behavior/</link>
		<comments>http://www.brightbend.com/reward-good-behavior/#comments</comments>
		<pubDate>Tue, 11 Aug 2009 15:35:26 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=455</guid>
		<description><![CDATA[There isn&#8217;t any question that the sports entertainment industry can play a meaningful role in greening the planet. Teams and athletes have strong brands that can be leveraged to spread awareness and there are real opportunities to reduce consumption throughout the supply chain.
But local/regional sports teams could go a step further than the discovered revenue [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Power of a Good Deal</title>
		<link>http://www.brightbend.com/dont-underestimate-the-power-of-a-good-deal/</link>
		<comments>http://www.brightbend.com/dont-underestimate-the-power-of-a-good-deal/#comments</comments>
		<pubDate>Thu, 16 Jul 2009 15:23:57 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=447</guid>
		<description><![CDATA[Or an unparalleled supply chain. Or a global workforce and consumer base.  Wal-Mart is changing the sustainability game in a way that only a firm with its purchasing power and retail reach can.
Wal-Mart&#8217;s sustainability index, which will appear on product labels in the next year or two, comes as the result of a newly-formed [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Utilities Look a Gift Horse in the Mouth</title>
		<link>http://www.brightbend.com/big-coal-looks-a-gift-horse-in-the-mouth/</link>
		<comments>http://www.brightbend.com/big-coal-looks-a-gift-horse-in-the-mouth/#comments</comments>
		<pubDate>Tue, 07 Jul 2009 20:27:32 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=423</guid>
		<description><![CDATA[Coal-dependent utilities want to slow progress toward a low-carbon economy.  In so doing, they might miss an opportunity to increase revenues with little up front investment.  The government would give away the vast majority of emissions permits under the proposed cap and trade system &#8212; 35% to utilities alone.  Reducing carbon emissions [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Trust and Verify: Green ROI</title>
		<link>http://www.brightbend.com/measure-sustainability-success-to-achieve-sustainability-success/</link>
		<comments>http://www.brightbend.com/measure-sustainability-success-to-achieve-sustainability-success/#comments</comments>
		<pubDate>Mon, 06 Jul 2009 21:20:26 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=410</guid>
		<description><![CDATA[Exhibit A that many firms don&#8217;t approach &#8217;sustainability&#8217; with the same rigor and serious analysis that a profit and loss sheet might elicit.  The consequence is that too many firms don&#8217;t and won&#8217;t reap the full rewards of more sustainable practices.
Aberdeen Group has benchmarked over 200 enterprises involved in sustainability initiatives for its ROI [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>&#8220;Green&#8221; Losing Consumer Appeal?</title>
		<link>http://www.brightbend.com/green-losing-its-consumer-appeal/</link>
		<comments>http://www.brightbend.com/green-losing-its-consumer-appeal/#comments</comments>
		<pubDate>Mon, 06 Jul 2009 03:50:40 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=402</guid>
		<description><![CDATA[&#8220;Green&#8221; goes only so far for cost conscious consumers.
British consumers who in the past were willing to pay a premium for organic, Fairtrade and eco-friendly goods are now turning their backs on buying ethical in favour of cheaper shopping bills, according to a survey.
It is a trend that is likely to be long-term, according to [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Tweet A Green Revolution</title>
		<link>http://www.brightbend.com/tweet-another-green-revolution/</link>
		<comments>http://www.brightbend.com/tweet-another-green-revolution/#comments</comments>
		<pubDate>Sun, 28 Jun 2009 13:37:02 +0000</pubDate>
		<dc:creator>Raj Shukla</dc:creator>
				<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.brightbend.com/?p=390</guid>
		<description><![CDATA[To think that only a couple years ago Americans were still debating whether climate change is real.  
There is still a long way to go to get to a clean energy economy with House passage of the American Clean Energy and Security Act (ACES act), .  The first hurdle is the Senate, where [...]]]></description>
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		<slash:comments>0</slash:comments>
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