Walking down the aisles of your local supermarket, you've probably seen all the product packaging promoting the benefits of organic food. Everywhere we look, we’re taught that organic food is healthier, more nutritious, and free of chemical substances when compared to conventional foods. Some products even claim to protect consumers from cancer-causing pesticides. (I’ll take those in bulk, please!)

So is organic food truly a miracle? An escape from all our processed and genetically-altered products?

According to the National Center for Public Policy Research, 85% percent of Americans think so. Corporations such as Whole Foods Market, Ben & Jerry’s Homemade Ice Cream, and Wild Oats are profiting from publicity about environmental topics and our society’s obsession with food and health issues.

Many consumers assume that organic foods don’t contain pesticides or chemical fertilizers, but that may not be accurate. In most cases, organic farming is defined by what the farmers do not do to their crops rather than what they do. Even today, there seems to be little consistency in the methods of organic farming. Most of the organic movement is based on each farmer’s personal attitude, tactics, and philosophy on farming.

Some food manufacturers lead consumers to think that organic food offers nutritional benefits not found in other foods. But this isn’t true. Conventional brands have the same vitamins and minerals as organic products. Even the Organic Trade Association has published reports concluding that there is no scientific evidence that organic food provides more vitamins and minerals.

So with the expensive prices of organic foods and no extraordinary benefits, how will these businesses grow? How will they entice customers away from non-organic products?

Enter the “food fear” campaigns.

Some organic retailers design product packaging and advertisements that create broad public misperceptions, to discourage the use of products that are sometimes just as safe and usually more affordable.

This tactic seems to be working: U.S. organic food sales represent a six-billion dollar industry. And growth in certain food categories, like baby food, has increased by 110%.

So, the next time you go grocery shopping, pay attention to the marketing, and recognize it for what it is. And don’t be afraid to not go organic. Stick to foods that won’t break the bank and guarantee the same great nutrients…now that’s nothing to be afraid of.

Here’s a question confronting our latest crop of graduates: is the value of education worth its cost? It depends on who you ask.

With a four-year degree at a private college averaging $100,000 many college students graduate with thousands of dollars in debt, and often no job in sight. College loans and credit cards are making it easier to look past the expensive costs of tuition, books, and room and board, and the costs pile up quickly.

So is college worth the cost?

Most economic reports say yes. Throughout a working career, having a college degree can yield up to $1 million dollars more in pay than a high school diploma. Average income for a college graduate is $56,788 per year versus the average income for a high school graduate at $31,071.

In fact, obtaining any kind of degree after high school increases your paycheck substantially. Graduates from top trade school DeVry University have reported a 70% success rate in landing a job, and many secure jobs with salaries near $50,000.

Statistics aside, the true value of secondary education goes beyond pop quizzes and final exams. College helps develop students’ professional communication skills and teaches them to solve more of life’s problems. In college, some of the most important learning happens outside the classroom through activities, campus organizations and clubs. And a college internship is a great way to test-drive a future career.

Regardless of what you study, remember that, although money doesn’t bring happiness, it can help pave the road.

If we ever thought there was one way to campaign for the presidency, the 2008 primary season has changed that opinion forever.

Gone are the days of stumping, baby-kissing and whistle stops. Welcome to the virtual world of in-your-face, on-your-airwaves, everywhere-you-look politicking.

In the past, candidates have employed image makers who managed, guided and refined their guy to make sure he looked and sounded presidential (i.e., electable). More than ever, this year’s candidates have embraced the value of marketing themselves to the American people, and they have hired professionals to help them.

Take a look at the websites for Hillary Clinton, John McCain and Barack Obama. These candidates’ marketing teams have a keen sense of the value of branding and of what it takes to sell a product.

• McCain, Clinton and Obama all have iconic logos.
• All three have blogs and online stores to sell their own branded gear.
• Each candidate’s site offers a variety of video clips and commercials designed to promote themselves and feature their brand in the best possible light.

The 2008 race is historic for a number of reasons…

Barack Obama is the nation’s first African American who stands a real chance of reaching the White House. While some claim that his lack of executive experience makes him less qualified for the post, his marketing team has designed his brand to appeal to a Generation Y who have been notably apathetic about their parents’ politics and who are far from jaded. This target market is tech-savvy, energetic and assertive, and the Obama team has galvanized them in a way that is enviable.

John McCain has been seen as the solid, tried-and-true option for America, and the challenge to his marketing team is to make him more hip and accessible to those who have not fared as well under previous Republican leadership. His marketers have developed a male-friendly brand characterized by the team of McCain Aces (donors) which helps them feel a sense of connection to this member of the generation of senior cohorts.

Hillary Clinton is the country’s first woman who could actually be elected President of the United States. Her branding team has struggled with making Clinton’s image softer and more human, and their choice to feature relevant issue-laden headlines (e.g., “Providing Affordable and Accessible Health Care” and “Supporting Parents and Caring for Children”) and stylish, female-friendly gear connect her brand to a primary target market (women) through an intensely personal connection.

Rather than just using their websites to collect donations and feature news releases, this year’s crop of candidates have created ways to—in very real terms—sell themselves to the American voters.

The only question that remains is, what will we buy in November?

To begin this story, let's start with some basic stats:

• According to the Marketing to Moms Coalition (MMC), American mothers are responsible for purchasing power to the tune of $2.1 trillion/year.
• Mothers typically have the last word in deciding what products their families consume.
• In a recent MMC survey, three-quarters of mothers feel that Super Bowl ads don't target their needs at all.

This veritable gold mine of marketing has been completely untapped for years, with most advertisers preferring to spend their money reaching out to the male demographic who usually watch football. Many have missed the fact that, unlike most football games, the Super Bowl has become more of a social event than a typical sporting event.

So we asked, how would marketers reach this group? In the world of professional sports, what novel approach could catch the attention of mothers in the audience without putting off the traditional male viewer?

We have an idea.

What if a major advertiser deliberately chose NOT to buy a Super Bowl ad? It's a radical thought, yes…but imagine that an advertiser instead launched a campaign in which they proclaimed that instead of spending $3M for :30 of air time, they spent those dollars to help others. By donating to a mom-friendly nonprofit, an advertiser could net a huge amount of customer loyalty.

What is that kind of positive publicity worth in today's dollars? That's the $3M question…

You’ll notice that we’ve deliberately refrained from posting a “best of” list for 2007. And for good reason.

We believe in using the past as a learning tool, but it doesn’t pay to get too overwhelmed or to drift into morbid reflection. Because today—as every day—we’re moving forward…ever forward.

What do we look forward to in 2008?

• More online video. It’s impossible to escape the pervasiveness of online video as a marketing tool. Whether it’s a flash presentation on your website, a training module broadcast around the globe or the latest “Will It Blend” segment on Youtube, we are all hooked on video content. And with the prevalence of mobile video streaming, it’s likely that this trend will continue growing.
• Green is in…for good. It’s no longer only the granola hippies who recycle and compost. Going green is now mainstream, embraced by Nokia, Toyota and Frito Lay …and this movement shows no sign of slowing down. (Can you hear the planet’s collective sigh?)
• Video games: no longer just for those with thumb dexterity. Thanks to galactic leaps forward in technology, games that create an interface between onscreen action and live motion are all the rage. Think wii, Guitar Hero and Rock Band. Even the “regular” at-home console games are well beyond their Atari beginnings. (Have you seen PS3?)

Long story short: 2007 is over. 2008 is just beginning. And from here, it looks like it’ll be one to remember. (At least until next year…)

It’s inevitable. No matter how much you plan in this holiday season, there’s always one last gift you forgot to buy…one last-minute add-on to a loved one’s wish list…one last person for whom you feel a sudden rush of generosity.

What is there to do? Where do you start? Where can you go for a great, fun, absolutely perfect gift?

Seek no more in vain! We’ve polled our staff for the best sites and have come up with a list of their favorites. Some of these sites also have brick-n-mortar stores (if you’re really in a rush), but all are well worth a visit.

And to simplify your life, Ann (a self-described Christmas enthusiast) has organized them into easy-to-use categories.

Enjoy!

For the bargain hunter

• overstock.com
• woot.com
• bluefly.com

For the confection connoisseur

• chriscoffee.com
• garrisonconfections.com

For the outdoorsy type

• rei.com
• ems.com
• cabelas.com

For the tech-savvy

• audiocubes.com
• smarthome.com
• bhphotovideo.com

For the artsy folk

• etsy.com
• momastore.com
• risdworks.com
• paperworks.com

For the holiday hostess

• crateandbarrel.com
• patinaStores.com
• anthropologie.com
• freywine.stores.yahoo.net

For those with impeccable taste

• forgottenjudaica.com
• downunderjewelry.com
• adagio.com

For the man in your life

• Fdnyfirezone.org
• Getyourswingback.com
• eshave.com

For your main squeeze

• greenriversilver.com
• fieldandrose.com
• tiffany.com

For the trendy teen

• urbn.com
• shanalogic.com
• threadless.com

For the kids (or the kid at heart!)

• creatoyvity.com
• backtobasicstoys.com
• bellanimaternity.com

Remember the good old days of using a favorite catalog to write your Christmas list? My companion was a classic behemoth that became my toy-shopping bible, happily lugged from place to place while I daydreamed about the Barbie Dream House and EasyBake Oven that Santa had, no doubt, set aside for me.

It was a sad day when, due to changing lifestyles and so-called “advances” in technology, these Christmas catalogs became just a fond memory. Since the Sears Wish Book—one of the last to succumb to the advent of the web—was discontinued in 1993, a whole generation of children has missed out on this cherished holiday pastime.

But no longer must the nation’s youth bookmark toy websites in the world-wide web’s virtual catalog! At long last, the Sears Wish Book is being resuscitated. The updated version will be trimmed from 700 to only 188 pages, but the nostalgia of dog-earing your favorite pages remains the same.

The catalog’s return also reconnects us to (oh, happy day!) human operators who can answer questions and offer advice relating to size, color and shipment—a dynamic that is often lost on the internet.

Sears is not alone in its marketing venture. “Our catalog is itself an advertising vehicle, and it is an effective way to drive traffic to our website," said Mary Rose MacKinnon, an L.L. Bean spokesperson. According to Advertising Age, retailers report that 13% of their new online customers last year came because of catalog mailings; conversely, about 43% of catalog customers also buy online. According to Bette Kahn, spokesperson for Crate & Barrel, "There's no question, when people receive the catalog, it's a call to action. It brings them into the stores as well as online."

How long can the real world and the virtual world continue to peacefully co-exist in the wonderland of holiday shopping? The jury’s still out, but let’s hope it’s at least long enough to return all those wrong-sized clothes…

In recognition that yesterday was America Recycles Day, it’s worth noting that we everyday consumers create a shocking amount of e-waste. According to the EPA’s stats for 2005, “between 1.5 million and 1.9 million tons of used or unwanted electronics were discarded in US landfills, including as many as 130 million cell phones [our italics]. Only a little more than 350,000 tons were recycled.”

The good news is that this trend is changing, albeit slowly. Industry giants like Dell and Nokia are pioneering recycling efforts aimed at minimizing our footprint on the planet…

• For just $25, Dell will pickup your old Dell equipment and dispose of it safely, recovering all reusable materials and destroying all your personal files. (Dell's recyling program)
• Nokia allows you to send your phone back to them—for free—where they’ll recycle it on their dime. (Nokia's recyling program)

In fact, Nokia has launched the “I’m an unplugger” campaign to encourage users to save energy by unplugging their cell phone chargers when not in use. Nokia estimates that if just 10% of their 1 billion customers did that, we could save enough energy to power 85,000 homes. For a year.

Who says we can’t make a difference?

Sodexho, the food service giant known for supplying hotel chains around the world, has recently gone native. Sodexho—which supplies breakfast and lunch for more than a dozen school districts in Rhode Island—will now purchase a larger percentage of its produce from local farms.

In conjunction with nonprofit group Kids First, Sodexho worked on this project for three years—making sure local farms met their certification needs and negotiating fair prices for produce.

This move seems to be a win-win-win for all concerned: Sodexho garners good publicity in the area; our kids receive more healthy food choices at school; and the use of local produce is a “greener” choice that adds to farmers’ bottom lines and saves ever-depleting global resources used in transporting food across the country.

What does this initiative bode for the local farm industry? Let's hope that this project encourages other global conglomerates to go local, opening the door to more long-term and lucrative opportunities for the Ocean State.

Still full from lunch? Not hungry for dinner yet? Then go grab a free taco from Taco Bell during the inconvenient hours of 2-5pm on October 30th. While you’re there, feel free to drink a soda, or order a gordita…or six. Taco Bell found a PR goldmine in its advertising “gamble” to give away free tacos to America if any player stole a base in any game of the World Series. In Game 2 on October 25th, everyone’s wishes came true when Red Sox rookie Jacoby Ellsbury stole second, and consequently Taco Bell stole the stage.

“Every year we're looking for a way to raise the bar," said Taco Bell spokesman Will Bortz. According to Nielsen Monitor-Plus, Taco Bell—a World Series sponsor since 2002—spends $5.6 million on advertising in the World Series, and plans to give away less than $1 million in free tacos. This novel giveaway stole extended air time and plugs for Taco Bell, including forged conversations from players in the dugout.

Advertising Age reports, “If each of 6,000 locations gives away three tacos a minute for about three hours, Taco Bell would give away a maximum of 3 million tacos. [It’s] estimated they cost Taco Bell about 20¢, making the maximum total cost about $700,000.” This was a low-risk chance the chain was more than happy to take. The fast food chain is counting on its customers to buy a higher margin of sodas and other products while they’re in the stores, which would more than cover the cost of the free tacos.

The good news is that for the first time in baseball history, the losing team won’t go home empty-handed…the Colorado Rockies are also entitled to free tacos.