In my 35 years working with business owners, entrepreneurs and big corporate clients on marketing, I've seen many different definitions of marketing govern people’s approaches to it, and unfortunately, most versions are narrow, limiting and--well--wrong. Marketing shouldn't just be a cog in the wheel or a link in the chain of moving prospects to buyers or products to market.

Of late, the entire U.S. economy has been weighed down by a massive over-supply of look-alike, do-alike, painfully ordinary businesses doing ordinary things in ordinary ways. About one-third are unnecessary duplicates.This column's space prohibits full discussion of everything marketing is and isn't, should and shouldn't be. But one of the best functions of marketing has always been business reinvention, and there's never been a better or more necessary time for that.

Similarly, Howard Schultz reinvented the coffee shop as "the third place"--Starbucks--and is now trying to reinvent for the developing New Economy and "un-invent" some sins committed in his absence.

A radical approach to innovation and marketing isn't restricted to big corporations--there are plenty of small businesses ahead of the curve. Let me tell you about a few of our Glazer-Kennedy Insider's Circle™ members who have reinvented the concept of fractional ownership.

Diana Coutu of Diana's Gourmet Pizzeria in Winnipeg doubled her business' sales and size last year selling pizzas priced from $22 to $38, thanks to innovations not at all common to pizza places, including levels of membership with fees automatically charged to customers' credit cards every month (stabilizing income and locking in use in advance, thus protecting customers from competitors' seductions); multiple ways to take home the products--cooked and ready to eat, frozen and ready to heat, "from scratch" baking kits (for family fun nights), raw dough--and with comprehensive direct-to-customers marketing built around a newsletter and website.

Nigel Worral reinvented the business of renting out homes to Florida vacationers with different clubs, bundled excursion and adventure activities, and extraordinary marketing with an emphasis on the experience, not 'X' number of bedrooms plus a pool for 'Y' dollars a day, marketing--and his business is booming even as other Florida travel destinations cry about the recession.

Chris Hurn, CEO of Kennedy's All-American Barber Club, reinvented by combining a classic men's barber shop that offers straight razor shaves with a men's club atmosphere and different programs of membership--as opposed to cafeteria-style pricing.

In all these cases, marketing is not being used as a means of getting a customer or making a sale. Instead, it's in the context of dynamically changing the business itself and delivering an entirely different customer experience. With this comprehensive approach, the businesses thrive.

The hierarchy of income:

• Bottom is commodities.
• Next--products and services discussed in terms of features and benefits, provided by vendors and salespeople.
• Next--solutions to problems and fulfillment of unmet desires, provided by experts.
• At the top, exceptional experiences provided by experts in "categories of one."

Begin here: Question and be willing to throw out any and every industry norm, tradition, current belief, idea and practice now defining your business, as you advertise, market and operate it and as customers perceive it. Then search for opportunities to make your business something entirely different and more meaningful to the customer than just a provider of goods and services. Very, very, very few business owners are willing to engage in such radicalism. We have a term for them: multimillionaires.

Widely celebrated as "the millionaire maker," Dan Kennedy has a long record of taking entrepreneurs to 7-figure incomes. A serial entrepreneur directly influencing over 1 million business owners as a business coach, he's the author of the popular No B.S. series, including the forthcoming No B.S. Sales Success for The New Economy, accessible for free preview at www.NoBSBooks.com. More information about Dan can be found at FreeGiftFrom.com/entrepreneurpress.

I absolutely love Jane Pollak's company. Jane is a business coach with that extra "something." I love Jane's company because her brand (and even Jane herself) feels very natural, unfussy and unpretentious. I also adore the fact that Jane only works with remarkable women who want to leave a legacy of bold action and big thinking. So much so that I started referring to raving fans of Jane, such as myself, as "Jane-ites"; and Jane has such panache that the term actually stuck. If other people want to emulate what Jane has built, it's best to be very clear about who you are, how you want to show up in the world and why. It's also a good idea to know the types of clients with whom you work best and focus on serving that group to the best of your ability. Additionally, stay open to new ideas. Last year, we helped Jane launch her first blog. She dove right in and her results have been phenomenal.

Scott Halford: Brainy Business
Bradley Consulting Group parades as a CPA firm, but it's actually an advisor for small businesses. The people they have working for them are financial strategists who help small businesses behave in the market like the big boys and girls do. The reason I love them is that they act as my CFO. They involve themselves in my business on a monthly basis by projecting, prodding and preparing me for the future. Most small businesses fly by the seat of their pants. With Bradley Consulting Group, it feels like someone is paying attention to the small and sometimes seismic shifts in the marketplace. My company has grown under their guidance and only because they insist that I get real about numbers, forecasts--all the stuff I hate to do but have to in order to run a business. I love 'em.

Nina Kaufman: Making It Legal
Who in their right mind could say no to a spa? Or to a 10-day work/life balance retreat at a woodland destination, for that matter? Honoring my New Year's resolution to take better care of myself, I booked myself a 10-day stay at The Lodge at Woodloch in Hawley, Penn. Everything met my expectations and needs, in a very Goldilocks kind of way. The lodge surroundings and accommodations were gracious without being either "over-the-top" or "too Spartan." The portions in the restaurant, called Tree, were also just right--not so large that you needed a crowbar to get up from the table, and not too small that you felt deprived and needed to order a third entrée. There were plenty of classes and activities (in number and variety) to hold my interest, without the temptation of too many to enjoy the natural beauty and make time for personal reflection. All of the staff members I encountered, from my first call to the reservations desk, to the spa concierge and service providers, the staff of the restaurant, the class instructors, and even housekeeping, were friendly, warm and knowledgeable. The best part: all of the new knowledge I gained--and the changes I said I wanted to make in my life--I've put into practice.

Lisa Druxman: Mompreneur

I love TOMS Shoes. TOMS Shoes was founded on a simple premise: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One. Using the purchasing power of individuals to benefit the greater good is what they are all about.

Lynn M. Parker: Branding for Real
I love Powell's Books, in Oregon and on the web. Every time we drive south from Seattle, we stop at their bookstore, which takes up an entire block in Portland. The whole family looks forward to our Powells excursions. Why? Used and new books sit side by side on shelves, making it feel like a treasure hunt. They're also my go-to for online book purchases, because I feel that I get the convenience of Amazon without putting independent bookstores out of business. Plus, they have really well-informed booksellers, staff recommendations, signed books, great author readings, a coffee shop and they encourage massive browsing. They even have Powell's Books snowglobes, which I added to my collection of 700 tacky plastic snowglobes. Talk about a brand association!

Chia-Li Chien: Financial Independence
One of my long time favorite businesses is the Tension Management Institute, a company that has offered certification training programs and diagnostic tools for the human development industry for more than 25 years. What I love most about the institute's work is that it directly addresses a very common situation encountered by companies of every size--specifically, the struggle they face in implementing the change initiatives and growth strategies they have invested so heavily in developing. One of the things that I am most impressed about this company is the fact that it captured its know-how--its intellectual property--early in the business. As a result of that, it has developed a business model that generates both residual and non-residual revenue. Best of all, the business model has resulted in a virtual sales force promoting the company's products and services.

Hilary Kaye: PR Like a Pro
To be honest, I can't think of Valentine's Day without drooling about chocolate. Decadent, indulgent chocolate, not the waxy variety you find on most supermarket shelves. Unfortunately, smothering myself in artisan chocolate is tough to do without the accompanying guilt and remorse. But this year, my prayers were answered: guiltless indulgence. In fact, that's the tagline for Xan Confections. And that's what exactly what I'm able to do with Xan chocolate: guiltlessly indulge. I'm impressed with this company's ability to create dark chocolate artisan creations have just 29 calories and one gram of fat. As a consumer, I love them. As a businesswoman, I can admire their realization that many people who love chocolate are not served, or served with icky-tasting chocolate. Whether you are avoiding refined sugar, gluten, or animals--there's something here, which is expanding their appeal.

K.B. Keilbach: The Triple Bottom Line
Although I have written about many innovative and intriguing companies, biotech company Life Sciences 9 is still one of my favorites, not only because of its potential to be a truly game-changing technology but for the philosophy of its founders: "We're dependent on petroleum, so we don't need some alternative to petroleum. We need a way to make petroleum itself." This can do spirit demonstrates the fundamentals of all successful ventures, in my opinion: 1. Find a genuine need in the marketplace, 2. Come up with a high-quality solution that actually adds value, and 3. Sell it at a price that customers can afford, without subsidies.

Eddie Davis: E-Commerce Solutions
Lottay allows you to give money as a meaningful and fun gift by integrating e-greeting cards, personalized messages, pictures and photos, and group gifting. I really like the way the folks at Lottay are tapping into the gift-giving market by acknowledging that while some people feel awkward about giving money as a gift, cash can still be a great gift when packaged right. Lottay addresses an inherent problem with gift giving and offers consumers a simple and easy to use interface so that both gift givers and receivers feel comfortable with cash as a gift. Lottay taps into a large technology platform in order to offer trusted, secure and fast money transferring on the back-end of its site. What can you take away from this as an entrepreneur? Don't be afraid to partner with other companies in order to make your business successful. This idea extends well beyond ecommerce too – regardless of what your product or service is, you can still benefit and bring in more customers by attaching to trusted brands that your customers love. Whether it's Valentine's Day or any other time of the year, getting love from your customers is what it's all about.

Jeff Elgin: Buying a Franchise
ShelfGenie is a franchise company based in Atlanta. They provide first class custom built slide out drawers to retrofit existing cabinets in kitchens, bathrooms, garages and everywhere else in a house. They've been franchising for about three years, have about 100 franchise units and their franchisees are universally happy and successful. They have the best support systems I’ve ever seen for a franchisor of this size so they truly make the franchisee’s life and work as easy and hassle free as possible. They offer low investment opportunity with great potential returns.

Cheryl Isaac: Plan With Pizzaz
My nomination goes to Grunder Landscaping in Dayton, Ohio. The reason is simple: It makes a "no-frills" business into "all-frills" for the customer, and it all comes down from the owner. Marty Grunder is present on his company's website, and he's very much present within his company and on the worksite. Grunder hosts tours of its facility and still believes in the difference a face-to-face contact makes. The Grunder team visits its clients and prospective clients and has become well-known in the area.

Pattie Simone: Inside Sales & Marketing
David's Soundview Catering, owned by chef David S. Cingari, is a full-service private, corporate and special-event catering firm in Stamford, Conn., in business since 1988. Today the firm pulls in more than $3 million per year, employs 30 full- and part-time staff and was recognized as the 2009 Business of the Year by the Stamford Chamber of Commerce, in consideration of its business acumen and community-focused endeavors and philanthropy. David is the ultimate food junkie, on and off the job. He also happens to be a really smart businessman with keen insight and flexibility. As culinary guru with a hearty sense of humor, David has survived and thrived because he walks the walk 24/7.

Scott Steinberg: Shiny Objects
Dropbox is a cloud computing service that makes storing, sharing, backing up and retrieving data easy for modern professionals virtually anytime, anywhere. Users get 2GB of storage free where they can dump everything from video pieces to PowerPoint presentations and e-mail databases into a central location which then synchronizes across multiple PCs (including Linux, Mac and Windows computers). These folders don't just update and populate changes across all systems and Dropbox's remote servers as changes are made (and allow you to adjust their contents while offline, with updates accounted for once you reconnect to the Internet). They also allow designated co-workers to quickly access contents and thereby efficiently collaborate on group projects. If you're working with any storage-intensive file medium or project (e.g. QuickTime movies, PDF documents and MP3 recordings), Dropbox is definitely the solution of choice.

Penny Morey: Human Resources
I love Rohrer Cosmetic Holistic Dental Clinic in Delray Beach, Fla. Yes, I know. Who looks forward to going to the dentist? No one, right? But even though I am having a pretty good amount of work done (I am very old), every aspect of dealing with this particular dental clinic is outstanding. From the moment you enter their office--you're greeted warmly, hear soothing music, enjoy the aromatherapy and experience the most expert and up-to-date services imaginable--you feel totally at ease. It is obvious that you're in the very best of hands at all times--from the appointment makers to the dental hygienists, to the superb dentists Dr. Joy LaDelfa Rohrer and Dr. Thomas Rohrer. I never thought that I would tell anyone that I love a dental practice, but there it is. I do.

Mark Stevens: The Heat-Seeking Sales Machine
Splash Car Wash understands what so many seem blind to--that marketing is about strategy not noise. What do they do that's so smart? Let's start with a question: Why don't you get your car washed on any given day? It's because you fear that it will rain tomorrow. Splash removes that obstacle--if it rains, bring your car back within 48 hours and they will wash it again for free. Obstacle removed. Removing the roadblocks that stop a sale--what a simple thing of beauty.

Ivan Misner: Networking
A number of years ago, Xerox had some big cutbacks. A large government contract wasn't renewed and Xerox was forced to close down one of its large plants in Southern California. Unfortunately, virtually all the employees working in those buildings had to be let go. My dad was one of those employees. He was 62 years old and had worked for the company as an electrician for nine years and eight months. Long story short, they kept my dad on until he hit 10 years and one week of employment. They then laid him off just like his fellow employees. However, he was now fully vested in his retirement and medical benefits, which completely changed his lifestyle during his retirement years. I love that about the company and I love its products. This happened more than a decade ago. I promised to myself that I would only buy Xerox copiers from then on. The latest one is in my office today. I love this company.

Sydney Barrows: The Customer Experience
The business that's at the top of my "Love Them to Pieces" list is Headsets.com. My first headset came in a box with a red heart-shaped sticker that read, "Packed with Customer Love by Mike." When I opened it up, there were three candies inside. When I went back for another headset some months later I needed help. No voicemail hell at this company; someone picked up the phone immediately. The guy was so genuinely nice I had to say something. He told me that the CEO was extremely focused on providing a superlative experience to his customers. Providing a memorable and appealing customer experience starts at the top. When an owner makes it a point to hire genuinely nice people, treats them right, trains them well and insists they uphold the highest standards, they end up with employees their customers like and remember. And when a company comes up with memorable ways to show customers they are valued the company gets a loyal customer for life. Even more, these customers go out of their way to recommend the company highly to everyone they know--I know I sure have.

Chances are that anyone seeking a place to live in and around the trendy Detroit suburb of Royal Oak, Mich., eventually will come across property investment and management company Urbane Apartments. In fact, type "apartments Royal Oak" into the Google search toolbar, and the first result that pops up is the Urbane website--a destination highlighted by photos of the firm's modern, inviting rental units and the young urban professionals who occupy them.

With 16 apartment communities spanning across Royal Oak, Urbane has emerged as one of the region's fastest-growing property management companies. But the virtual prominence of its brand has little to do with its real-world scope. Credit instead founder Eric Brown's decision to extend the firm's message into the social media realm­--a move that not only slashed spending on paid property listings, but also afforded Urbane the tools to more accurately communicate the contemporary lifestyle experience so integral to its business.

"When I first announced to our staff that we were going to have a MySpace account, they looked at me like I was crazy," Brown recalls. "They said, ‘We can't do that. Whenever we drop the ball, our tenants are going to write bad things about us.' I said, ‘They may, and we will work to make those things right.' By reaching out and addressing those complaints, those residents became Urbane evangelists and started writing positive things about us. There's no way we could have the reach we have without hooking into the customer base we have."

Urbane Apartments now boasts a resident-penned blog touting favorite Royal Oak destinations, a social networking site exclusive to tenants (dubbed the Urbane Lobby) and active YouTube, Facebook and Twitter profiles. With each new post, photo, video and tweet, the company builds and nurtures its brand at no cost while fostering the hip, forward-thinking image its target demographic finds irresistible. According to Brown, in October 2008 about 100 people were visiting the Urbane blog each month. By the following spring, traffic grew to 4,500 visitors per month, and the number now tops 16,000 per month. Those metrics are even more impressive given that Urbane offers only about 300 rental units in all.

Urbane Apartments is the quintessential example of a small business that has maximized the possibilities of social media to champion its brand online, eschewing conventional advertising and search engine optimization solutions in favor of word-of-mouth buzz. Thanks to social networking, do-it-yourself website creation software and related tools, it's never been easier or cheaper to establish a beachhead online. Of course, the same alternatives are available to your competitors, meaning it's also tougher than ever to earn virtual visibility. That's where small businesses must get creative.

"The average small business

Regardless of how the message is articulated and distributed, the core mission of branding remains the same: communicating to customers who you are, what you do and how you do it. The web is the simplest, most direct channel to convey that information.

"Every company should have an online presence, and the cost of developing a site has come down to relative pennies," says Craig Reiss, founder of retail web developer Reiss Media in Cos Cob, Conn. "Organic search can still drive traffic. People go online looking for [a firm's service or product], and all you have to do is get found. It doesn't matter if you're a single retailer and can't afford the time or have the expertise to drive traffic. Most people are just looking for directions to your store anyway."

Websites serve different purposes for different companies, says Nicholas Chilenko, principal of web design and Internet marketing firm Nicholas Creative in East Lansing, Mich. Sometimes the goal is generating new business, sometimes it's about relaying messages to clients and other times it's defining or even redefining the firm's image. "If someone wants to find out more information about you, they go to your website. It's the convergence of all your marketing messages," Chilenko says. "It's easy to create an identity because it's virtual."

The challenge is getting that identity across in quick, broad strokes, says Mary van de Wiel, CEO of branding and communication design consultancy Zing Your Brand in Brooklyn. N.Y. According to her, businesses have just moments to succinctly communicate their purpose and value to consumers before they click away for good.

"You've got to be bold, you've got to be provocative, and you've got to be daring. Create a language and vocabulary that allows people to get that," Van de Wiel says. "Branding is what sets you apart--it's a natural magnet. If people come to your site, they need to say, ‘Yes--this is who can answer my problem.' If you make a bad impression in the first five seconds, you're toast."

The most essential component of successful online branding is the human element, she says. "People are craving a story. They want to know something about who they're buying from, and they feel like they need to like and trust you," she explains. "You've got to shout what it is that makes you special and makes you different. Our personalities are what drive our brands. Look at Richard Branson--his personality is embedded in all of the Virgin brands. You need to put a face on your business."

Perhaps no tool is more effective at putting a human face on a firm than social media--and no tool is less expensive, either. In addition to utilizing social networking sites such as Facebook and Twitter, 30 Lines' Whaling recommends that small businesses introduce their own blogs as a means to pass along content that underscores the company's knowledge and expertise, with an emphasis on local information that directly affects customers. For example, an accountant might post about changes to city or state taxes that are likely to affect his clients, positively or negatively.

"Make sure you're regularly adding fresh content," Whaling advises. "Not only are you providing value, you're also adding pages to your website--that's more pages for search engines to index, and more opportunities for customers to find you."

All businesses have information to share, regardless of vertical, he adds. "Not enough companies take advantage of the opportunity to tell a story that's bigger than the company itself. There's always a story you can tell. Maybe your merchandise is made from local products or from sustainable materials. You've got to find that unique angle."

For Urbane Apartments' Brown, the bigger story is the world that surrounds his properties. "At the end of the day, I'm not sure folks really care about apartment features. What they really want to know is what's going on nearby, like where is the best corner bar and the best place for sushi," he says. "Our blog focuses on everything about the local neighborhood--it's all about new bars and restaurants. And our website traffic is off the charts."

Social media outreach also lets businesses keep tabs on their online reputations and interact directly with fans and foes alike. According to Brown, Urbane Apartments closely monitors tenant reviews and feedback across multiple websites and is quick to respond to any criticism.

"A lot of folks want to ignore the ratings and review sites, which is a huge mistake. There's no hiding from that," Brown says. "If you're getting a bad review, you need to fix it and think about how to encourage good reviews. No longer does the general public believe in ads--they believe in what is said on Facebook."

Brown is applying to his own consulting business the lessons he's learned from building Urbane Apartments' online brand. Under the Urbane Way umbrella, he works with small businesses looking to pursue digital marketing opportunities. In late 2009, Brown also joined real estate information content provider Network Communications as a social media strategist. He practices what he preaches: Urbane Apartments dropped all print advertising and premium online promotions years ago, and Brown isn't looking back.

"Internet marketing is what enabled us to compete on a level playing field," Brown maintains. "I'm not suggesting print advertising is dead, but sometimes there's no money for that. There are certainly lots of pay-per-click programs, but how many times do you click on ads on Google? Most people never do that. But you can still build your brand organically. Wherever we can expand our digital footprint, we will do it."

Much of what we do as marketers is motivated by world trends driving demand for our products. For example, GM tried (and failed) for years to build a mass-market electric car, but that was before words like "green" became part of the common lexicon. Now that consumers have caught up, major auto marketers are in a race to capture market share with their own brands of fuel-efficient vehicles.

While socially conscious businesses have always been around, now more than ever, consumers are making buying decisions based on a preference for doing business with organizations and brands that demonstrate an authentic involvement in supporting our communities and our world.

So which social marketing movements have longevity? Here are three to consider--and some practical tips on how to make them work for your business over the long haul.

1. Cause Marketing

• But Western companies have been slow to embrace and monetize this powerful opportunity.
  
  Cause marketing takes the notions of philanthropy and corporate social responsibility one step further by engaging the consumer in a brand or company's social work. In recent years, marketers have become more aware of the fact that connecting brands with the right cause can be a powerful way to create an emotional tie between the product and its consumers. Over time, consumers will associate a brand with a positive cause and even regularly purchase a brand because of its affiliation with the cause. It's a win-win situation for both the charity and the company and is an increasingly popular strategy. In fact, the "IEG Sponsorship Report" predicts that cause marketing will be the fastest-growing category of sponsorship spending in 2010, rising 6.1 percent over 2009 to reach $1.61 billion.
  
• How to make it work for you: The trick to making real, long-term brand connections between a cause and a company is finding the right strategic partnership. The most effective campaigns are those that transparently connect both sides' enlightened self interests--making the proposition believable and worthy of the resources and effort that successful partnerships require.
  
  If you're building a new social responsibility platform for your company, don't just choose a random cause--consider this an opportunity to learn about what's most important to your business. Take time to consider causes that best match your company culture, and ask your employees about the causes that matter to them. If you can't see and easily explain the connection between your brand and your charity, consumers won't buy it (pun intended), and it's unlikely the effort will sustain commitment.
  
  Cause marketing is a natural fit for experience-based campaigns. Whether this means directly engaging consumers in a face-to-face conversation, creating a memorable event or installing a pop-up store, companies that utilize cause marketing have a variety of opportunities to build long-term consumer awareness, support and loyalty.
  
• Real-world case: To maintain a long-term cause-marketing effort, companies must find a sustainable way to fund them. Practically speaking, marketing dollars alone cannot support a charitable commitment for long. One effective solution is the sale of branded goods and services. A good example is Product Red, a coalition of consumer brands such as Nike and Apple that donate a portion of the profits from their specially designed red products to the Global Fund to Fight AIDS, tuberculosis and malaria.

The phrase "cause marketing" often conjures up images of co-branded products where a percent of sales is donated to a charity. In fact, the most savvy cause marketers are flipping the equation and approaching their efforts as marketing causes, not "cause marketing," applying the full range of marketing strategies, engagement tools and expectations to cause-related efforts. Look at Whirlpool: It doesn't simply give a percentage of profits to Habitat for Humanity. The company outfits Habitat homes with appliances, launched a community outreach program to support build efforts, and has funded standout advertising campaigns featuring celebrity endorsements.

2. Sustainability

• Why it's important: The public now believes the wealth of scientific evidence that demonstrates that climate change is real. When the recession stripped consumer credit and buying power, a back-to-basics lifestyle became more popular--which happens to be healthier for the wallet, the planet and people.
  
  The Boston Consulting Group's "Global Green Consumer Survey," released in 2009, found that 66 percent of consumers think it's important or very important for companies to offer green products, and 73 percent believe companies should have a good environmental track record. The survey also pointed to an increased interest in sustainability. From 2007 to 2008, respondents who systematically attempted to purchase green products increased from 32 to 34 percent. Consumers who said that they were willing to pay more for a green product also rose from 20 to 24 percent.
  
• How to make it work for you: If your company is already producing a product that is natural or sustainable in some way, don't be afraid to talk about it. The backlash from greenwashing (making false environmental claims) has made many companies hesitate, so the caveat is to be transparent about what you do and communicate your message without being strident. No company can be 100 percent sustainable; everyone is working toward improvement. Acknowledging this fact and finding an authentic way to tell consumers your story are paramount.
  
  If your company doesn't already use sustainable practices, investigate changing the way a product is manufactured or packaged, or consider how some of your internal business practices can become more environmentally sound.
  
  Sustainability does not negate profitability. Hard numbers show sustainability can actually drive costs down over time. Some of these gains can be measured in concrete terms (such as Walmart's influence on supply chain efficiency); other intangible considerations, such as risk mitigation and corporate reputation, can have an immeasurable impact on the long-term health of a business.
  
• Real-world case: Procter & Gamble's commitment to creating a sustainable business drove it to apply its innovation and resources to communities in need. P&G's PŪR Purifier of Water is a powdered water clarification and disinfectant treatment that comes in small, disposable packets. In partnership with global health organization PSI (Population Services International), P&G has distributed free PŪR packets to people living in areas with high cholera outbreaks, where access to clean water is a matter of life and death. Since 2003, P&G has helped provide more than 1.3 billion liters of clean drinking water to people in more than 40 countries.

3. Global Interconnectedness

• Why it's important: Technology has opened up endless possibilities for business-to-business connections around the world at a low cost. I tend to steer clear of the word globalization, since it implies that we need to lose our individual identities in order to relate to one another. Instead, we're becoming increasingly interconnected--and that's a good thing!
  
• How to make it work for you: There are many ways to create marketing campaigns that are both globally and locally relevant. Regardless of where we come from, we have shared experiences and emotions, such as love, competition, unity, peace and positivity. The first step is to determine which of these common experiences relates most closely to your brand. Ask yourself "What is the enduring emotion I'd like to evoke from my consumers, wherever they are on the planet?"
  
  One of the best ways to strengthen an interconnectedness campaign is to combine it with cause-marketing and sustainability strategies. The idea of making a positive difference in the world--in some shared, specific way--can be an uplifting rallying point for effective collaboration. This can spur and strengthen alliances that go far beyond a single program and campaign, increase financial return and become a way of doing business. Most find that financial benefits follow, further cementing their "interconnectedness."
  
  Lastly, when planning an interconnected marketing strategy, it's important to understand how each constituency's interests align with the other and where you can leverage the strengths of the partners or the group.
• Real-world case: In Rwanda, the fair-trade Misozi Coffee Company shows us how to combine interconnectedness and sustainability in one model. In 2007, the Clinton Hunter Development Initiative began working with a co-op of Rwandan coffee farmers to help improve their products, strengthen their organization, expand operations, increase sales and develop the company into a profitable enterprise that sustains increased incomes and encourages more investment in farming communities. Thanks to these efforts, the Misozi Coffee Company's beans are now widely recognized as Rwanda's finest coffee.
  
  That initial partnership became the first link in a supply chain of companies committed to sustainable business practices. The coffee beans were bought at fair trade prices by Union Coffee Roasters (a UK-based ethical coffee company), which then introduced the coffee to the British market, selling exclusively through the Sainsbury's supermarket chain. Within a year, the Misozi Coffee Company's production volumes increased by 20 percent, coffee sales expanded by over 30 percent, and the farmers increased their profits considerably.

Cause marketing, sustainability and global interconnectedness are fast-growing and enduring marketing trends that will characterize the most effective campaigns of 2010 and beyond. Organizations and brands that truly embrace opportunities in these areas are poised to build lasting shared value and marketplace success.

CA Hersom is CMO of ignition, the award-winning experiential marketing agency behind some of the world's most ambitious campaigns: Coca-Cola's Olympic Torch Relays and FIFA World Cup™ Trophy Tours, the Live Earth concert and the Blue Planet Run. CA oversees ignition's creative services, cause marketing, and sustainability practices and has more than 20 years of international marketing communications experience, much of it focused on building sustainable brands.

Commonly called "My first internet," America Online has already been referred to as an internet dinosaur. As the company that pioneered mainstream internet access begins the next stage of its existence, a corporate facelift was a natural and necessary step in the process.

While it can be argued that the introduction of AOL's new identity as Aol. may not be an aesthetically pleasing transformation, AOL has been very successful in ensuring that its core audiences (advertisers, consumers and employees) are aware of all the internal and external changes to the brand and the significance behind the changes.

Over the last decade several large corporations (for examples: Accenture, Verizon, Cingular and Altria) have favored rebranding and renaming as a tactic to regain relevance and contemporary standing--or brand solvency in the case of GMAC with Ally. That is because refreshing your brand and image is a great and effective way to gain a second look from your customers, especially if you've lost relevance (or the attention of your audience). Small businesses can also benefit from repositioning in the marketplace if a strategic and comprehensive communication plan is implemented alongside it.

The Benefits of Brand Rejuvenation
Although AOL's makeover may in fact be a thinly veiled reaction to its failed marriage with Time Warner, the company's rebranding efforts have attracted widespread top-tier media attention and supplied the company with a sturdy soapbox for its spokespeople. Brand rejuvenations have the following potential benefits:

• Provides an opportunity to communicate the shift in business model
• Allows you to migrate your brand into new markets, new audiences
• Can help you shed a negative reputation, or disguise negative events
• Allows you to update the company's mission and vision and re-engage employees

Any companies makeover should include a visual component to help businesses re-establish the lines of communication with customers. Whether that's new packaging or a redesigned logo, these tools have the potential to engage audiences to rediscover the brand. Love it or hate it, America Online's new logo led the way for a series of media announcements and spearheaded a communications campaign informing its audience of the critical shift in business model.

That said, a truly successful rebrand needs a lot more than a new logo. Once the buzz wears off, you don't want customers thinking your attempts amount to nothing more than lipstick on a pig. Just remember how customers were quick to criticize Radio Shack's name change to "The Shack," and the media backlash that ensued once it was reported that there would be few changes in the company's actual offerings or internal brand identity.

Your Pre-Makeover Checklist
Before undertaking a brand revival there are some things you should do first, so if your business just needs a refresher (as opposed to complete brand resuscitation), read on.

• Walk in your customers shoes: Become your customer for a day to better understand what they want.
• Don't be superficial: Aim to tie your rebranding efforts to a fundamental shift within you company, and don't be afraid to talk about the strategic significance behind your change.
• Crowd source: Continue to tap into your existing customer base for constant feedback and opinions, which should factor into your evolving communications planning.
• Start from the inside out: Employees are your brand ambassadors. Begin the internal transformation early to ensure message consistency and distribution.
• Learn to let go: It may be difficult to cut ties with the original brand identity, but you can't look forward if you're still looking back.