Social Marketing , we are told, is applying tried and true classical advertising and marketing techniques to marketing campaigns for the purpose of changing attitudes, beliefs and behavior - and ultimately of course, life as we know it.

Sometimes it works . Sometimes it doesn't. Not everything tried, is true.

I have been working in this field for 20 years. And during this time have, hopefully, learned a few things; about advertising, about people, about organizations and about change. Here's what I've learned so far...

1) Making Change:
Does Social Marketing work? Right brain, left brain and no brain. A systemic, not a social, problem.

3) Rebuilding Organizations:
The manager class vs. the action class. Creating a product, and a workplace of doing and daring.

5) The Brain:
We should be addressing parents and children at a very young age, before the brain's hard wiring is in place.

7) Rebuilding Bureaucracy:
Caring organizations, creating products, new disciplines. The Ad Agency Model.

9) Branding:
Confessions of a Social Marketing Man. Originally published in Social Marketing Quarterly.

11) Gazebo Nation:
What might be the effect if we built parks instead of social marketing campaigns?