I really like Brett Virmalo’s post today “2010: Marketing is not Marketing.” He points us away from the “artificial or half-true brand stories’ that, sadly, characterize much of what consumers are fed today, and points us to activities of “uncovering, fostering, sharing, and engaging with employees and consumers around the true stories that make your brand unique.” These are the activities of today’s Marketing. He looks at how various departments in an organization form today’s real marketing department. They include product design and development, and customer support.

More to the point, in today’s Marketing every department is a marketing department, and every employee is a marketing department of one.

Stepping back and taking a broad view of the business model, what appears to be happening today is the merging of traditionally independent departments or focus areas. This is more than removing silos-it is a whole new way of operating. Today, every department is a marketing department, every company is a media company, and every company is a green company.

Question: What’s the difference between “Green” and “Sustainability”?

Answer: The concept of Green is best defined as a “Health Related” practice although is often misapplied to anything “environmental.” The concept of Sustainability is best defined as “the management of our resources.” Sustainability is not singularly focused on energy reduction and carbon emissions. (Source: Trans World News).

This post makes the compelling case for a sustainability officer for every company. Find out why, and where to get trained, here.