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	<title>SHIFTid &#187; branding</title>
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	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>Getting Energy Efficiency Out of the Granny Panties Zone</title>
		<link>http://www.thinkshiftcom.com/blog/2010/05/28/getting-energy-efficiency-out-of-the-granny-pants-zone/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/05/28/getting-energy-efficiency-out-of-the-granny-pants-zone/#comments</comments>
		<pubDate>Fri, 28 May 2010 15:10:44 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[behavior change]]></category>
		<category><![CDATA[climate change]]></category>
		<category><![CDATA[energy efficiency]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=464</guid>
		<description><![CDATA[Why don&#8217;t energy efficiency technologies and strategies get people as excited as a Tesla roadster? On the face of it, duh. It&#8217;s the brains of it that make it a head-scratcher. 
As the American Council for an Energy Efficient Economy reported last year, economic data  and the historical record suggest that &#8220;energy  efficiency [...]]]></description>
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		<title>Accuracy Is Essential (That&#8217;s Not As Obvious As You&#8217;d Think)</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 21:57:09 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=447</guid>
		<description><![CDATA[Accuracy is essential to credibility. Duh, right? Yet organizations miss the accuracy boat all the time. And even one or two innocuous slip-ups can cast doubt on everything you say.
Just look at the &#8220;climategate&#8221; kerfuffle, where a few questionable (stolen) e-mails between scientists were taken to indicate rot at the heart of all their work. [...]]]></description>
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		<title>How Sloppy Presentation Kills Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/#comments</comments>
		<pubDate>Mon, 18 Jan 2010 03:52:02 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=371</guid>
		<description><![CDATA[Organizations tend to extremes when it comes to the presentation aspect of marketing communications. Some obsess on it to the point of overlooking other important needs—like having something compelling to present. But many others seem to believe, like the woman who went to an executive job interview in flip-flops (true story), that people will dig [...]]]></description>
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		<title>UL Needs to Do More with UL Environment Certification</title>
		<link>http://www.thinkshiftcom.com/blog/2009/06/04/ul-needs-to-do-more-with-ul-envirnment-certification/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/06/04/ul-needs-to-do-more-with-ul-envirnment-certification/#comments</comments>
		<pubDate>Thu, 04 Jun 2009 18:26:43 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=218</guid>
		<description><![CDATA[Underwriters Laboratory&#8217;s UL Environment, which is certifying green products and verifying green product claims, has just announced the first product to be rated: Serious Materials&#8217; EcoRock drywall. The product appears genuine, based on the excellent information on the company website, and it&#8217;s also got Cradle to Cradle certification.
While the UL assessment has UL&#8217;s brand clout behind [...]]]></description>
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		<title>Simplicity at the Academy of Sciences</title>
		<link>http://www.thinkshiftcom.com/blog/2008/09/24/simplicity-at-the-academy-of-sciences/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/09/24/simplicity-at-the-academy-of-sciences/#comments</comments>
		<pubDate>Thu, 25 Sep 2008 04:46:09 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[architecture]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=27</guid>
		<description><![CDATA[I played hooky earlier this week to visit the California Academy of Sciences’ new building in Golden Gate Park. It’s a beautiful, airy construction, a model of sustainable architecture from the lower level “water planet” of aquariums teeming with amazing sealife to the undulating 2.5-acre green roof of native plants. Critics are justifiably gushing. (See Nicolai [...]]]></description>
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