The Expert Perspective: Rounding Up Our Industry Expert Interview Series, Part One

Posted by Shaina Kaye on December 2, 2021 at 11:31 AM

At the start of 2020, KSV kicked off Industry Expert Interviews, a new content marketing series we implemented as a way to hear more from purpose-driven organizations around the country, get inspired and have great conversations with innovative and talented individuals.

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Topics: Customer-Centric Marketing, B Corporation, Industry Expert Interviews, Branding and Brand Value, Sustainable Brands

How 2021 Brought a Shift in Perspective - and New Opportunities - to KSV’s Doorstep

Posted by Kevin Willard on November 18, 2021 at 10:30 AM

2021 sure has thrown the agency world its fair share of curveballs. But with it came new opportunities. We just had to find the right places to take some swings. Among the most notable: a shift in our staffing approach, and how we’ve been able to leverage the MAGNET Global Network, 40 of the most innovative, independently-owned agencies located around the globe.

For the past four decades, KSV has had two addresses. One in Burlington, VT, the other in New York, NY. Employees either lived in VT or NYC. Or close enough to one of those two places to work from the KSV office located there. Not unlike the rest of the industry, if there was an office you go there and work.

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Topics: Customer-Centric Marketing, Digital Transformation and User Experience, Branding and Brand Value, Marketing Strategy and Best Practices

Rebranding the Role of the CMO

Posted by Shaina Kaye on October 7, 2021 at 10:30 AM

Changing customer needs, shifting client expectations, rapidly evolving technology, unforeseen global circumstances and long overdue social awakenings… plain and simple, marketing is not what it “used to be.” The classic marketing mix of product, price, place and promotion - the 4 P’s seared into the memories of those of us who may have majored in marketing and communications back in the day - has become much more nuanced and a whole lot more complex. 

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Topics: Customer-Centric Marketing, Digital Transformation and User Experience, Branding and Brand Value, Marketing Strategy and Best Practices

Two Lessons All Brands Can Learn from Clean Beauty

Posted by Energy Wire on August 24, 2021 at 10:00 AM

Today’s consumers are clamoring for the brands they support to be a part of creating a better, more sustainable future. This is readily apparent when it comes to the beauty industry, which after decades of creating countless enemies and being one of many major contributors to the climate crisis, has undergone a period of serious self-discovery and a very public, consumer-driven transformation journey.

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Topics: Customer-Centric Marketing, B Corporation, Climate Change, Branding and Brand Value, Sustainability Marketing, D2C, Marketing Strategy and Best Practices, Sustainable Brands

The Ultimate Consideration for the Ever-Changing Customer Journey

Posted by Shaina Kaye on July 22, 2021 at 10:57 AM

A quick Google search will tell you that in 2021, customers are different. They have different priorities, different concerns and higher expectations. Those differences significantly affect the customer journey, or the total sum of experiences that customers go through when interacting with your company and brand. 

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Topics: Customer-Centric Marketing, Digital Transformation and User Experience, Research, Branding and Brand Value, Sustainability Marketing, Marketing Strategy and Best Practices

Industry Expert Interview with Bobby McConnell, Vice President, Head of Sales and Customer Experience at Gaia Herbs

Posted by Shaina Kaye on April 30, 2021 at 10:15 AM

Last fall we had the opportunity to sit down with Bobby McConnell, the Vice President and Head of Sales and Customer Experience at Gaia Herbs, a leading natural herbs and wellness brand and fellow B Corp. At the time of our conversation, Bobby had just recently joined the Gaia team, where he currently leads both the sales function of the organization and customer experience for both the brand’s brick-and-mortar and e-commerce outlets.

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Topics: Customer-Centric Marketing, B Corporation, Industry Expert Interviews, Branding and Brand Value

When it Comes to Making Sustainable Choices, What Triggers Change?

Posted by Shaina Kaye on April 16, 2021 at 9:56 AM

To say that a lot is happening in the world to inspire change right now would be an understatement: a call for social justice, an all-out last-ditch effort to gain a sense of normalcy back from the hands of COVID-19, and more momentum than ever before to take action against the effects of climate change and reverse the impact of centuries of environmental damage caused by waste generation, overconsumption, and rampant pollution. 

All around us, we are seeing change happen on a massive scale. But if there’s one thing we know from years of working to trigger individual behavior change, it’s that small choices add up to create impact over time. Choosing to use reusable bags over plastic, switching out a fossil fuel heating system for an electric heat pump, opting to compost instead of trashing food waste, taking the first step to learn about community solar, or even making the effort to purchase clean beauty products over those with potentially harmful and toxic ingredients… all of these choices add up in the long run, even if, at the most individual level, it doesn’t seem like that big of a deal.

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Topics: Customer-Centric Marketing, B Corporation, Research, Climate Change, Sustainability Marketing, Marketing Strategy and Best Practices, Climate and Social Justice

Creative Showcase: Spreading the Word About Hunger

Posted by Shaina Kaye on February 16, 2021 at 2:33 PM

In Vermont, nearly 30 percent of residents have experienced food insecurity since the start of the pandemic – up from one in 10 pre-pandemic – but they aren’t seeking public assistance. Many people either don’t know they qualify for help or are struggling to get past the stigma of asking for it. 

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Topics: Customer-Centric Marketing, Creative, Vermont, Media Strategy and Best Practices, Marketing Strategy and Best Practices

Future-Proofing for 2021 Starts with Sustainability

Posted by Shaina Kaye on December 10, 2020 at 11:21 AM

If you’ve lived and worked through 2020, then the phrase “future-proofing” may sound like the biggest oxymoron of them all. If 2020 taught us anything, it is that plans change. Pivots are necessary. And planning for the future can sometimes mean planning to keep your business’s doors open for just one more day. Who has time to future-proof their business for next year when they’re just trying to survive 2020?

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Topics: Customer-Centric Marketing, Innovation, B Corporation, Clean Energy, Climate Change, Content Marketing, Inspiration, Branding and Brand Value, Sustainability Marketing, Creative, D2C, In the News

2020 Thanksgiving Round Up

Posted by Shaina Kaye on November 25, 2020 at 10:17 AM

Happy almost Thanksgiving! As we inch another day closer to a holiday season unlike any other,  the team at KSV can’t help but reflect on all that we have to be grateful for. Even in a year where so much has been turned upside down, we find ourselves finishing each day with gratitude for what has remained the same: inspiring clients, innovative colleagues and a community dedicated to creating a better future. 

As we prepare for a 2020-style Thanksgiving, we’d like to share a few stories bringing us an extra dose of inspiration this week, in the hopes that they do the same for all of you:

Brands Are Using Black Friday Boycotts to Highlight Sustainability Initiatives: Although several brands will spend Black Friday and the weeks after touting promotions and deep discounts, several others are switching things up this year, using the high-profile moment as an opportunity to highlight ongoing sustainability initiatives. For brands like Freitag, this means shining a spotlight on their newly launched bag swap platform, which allows customers to exchange backpacks and messenger bags with other customers as a way to encourage a second-life for a high quality product while also reducing waste.

This is Our Chance to Reclaim Cities From Cars: One positive thing that came out of the COVID-19 pandemic? A more bikeable, walkable and cleaner urban America. Reimagining public spaces has consistently been a part of the conversation around how urban areas rebuild in the wake of the virus. This article takes it a step further, painting a hopeful picture for the future of cities.

25 US Cities Land on CDP ‘A List:’ In spite of both the havoc wrought by the coronavirus and little-to-no support at the federal level, several cities in the US were recognized by the CDP for making progress toward their climate action goals. Progress from cities like Cleveland, OH and San Antonio, TX highlight just how, in the absence of national guidance, impactful and important state and municipal level initiatives toward carbon emissions reductions and the adoption of clean energy technologies can be in ensuring a better, brighter and cleaner future.

Oreo’s Proud Parent ad is a moving, resonant reminder that a loving world, no matter how complicated, starts with a loving home. 

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Topics: Customer-Centric Marketing, Innovation, Clean Energy, Climate Change, Content Marketing, Inspiration, Branding and Brand Value, Sustainability Marketing, Creative, D2C, In the News