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Marketing a green brand
Lynette Ryals, Warc Best Practice, December 2012, pp. 42-43
A green brand strives to have the following attributes: ecological, equitable and economic. Research conducted by Cranfield School of Management and elsewhere indicates that successful marketing of a green brand involves three steps: gathering insight into consumer practices; developing sustainable brand propositions; and delivering and communicating green values.
A green brand strives to have the following attributes: ecological, equitable and economic. Research conducted by Cranfield School of Management and elsewhere indicates that successful marketing of a green brand involves three steps: gathering insight into consumer practices; developing sustainable brand propositions; and delivering and communicating green values. This article explains the best practice to follow to achieve these three steps.
Sustainability: Put the consumer first this time
Mike Longhurst and Jem Keen, Market Leader, Quarter 4, 2012, pp. 15-16
Few brands have so far achieved a perception of leadership in sustainability. A historic problem with brand sustainability communications has been that they were based on what the company had done.
Few brands have so far achieved a perception of leadership in sustainability. A historic problem with brand sustainability communications has been that they were based on what the company had done. Most supply-side resource saving efforts have been generic and have no 'wow factor' for consumers. In the next era, the brands that stand out will look to how the sustainability message fits into the needs, wants and desires of their consumers. Don't try to build a sustainability brand with all the good wholesomeness that implies, but make sustainability as edgy, exciting, daring, fun, distinctive and different as your brand.
10 trends in sustainability
J Walker Smith, Warc Trends, September 2012, pp. 14-15
Green issues might well have the attention of business leaders but McKinsey's most recent global survey of corporate executives finds sustainability initiatives being expected to move beyond corporate reputation to operational efficiencies and new markets and products.
Green issues might well have the attention of business leaders but McKinsey's most recent global survey of corporate executives finds sustainability initiatives being expected to move beyond corporate reputation to operational efficiencies and new markets and products. Yet, as its influence appears to be growing in the way it shapes more organisations, it has yet to find a firm footing in bottom-line sales growth. More attention and visibility has been a blessing and a curse for sustainability. A higher profile means greater focus, but with it comes greater accountability. To be taken more seriously, sustainability needs to not only support growth, but become a source of growth. This new sustainability imperative is the subject of a recent Future Perspective from The Futures Company and this piece summarises ten stand-out learnings.
Packaging for a small planet: Navigating the sustainability maze (Landor Perspectives 2011)
Brad Scott, WPP Atticus Awards, Highly Commended, 2011
Eco-friendly product packaging is about more than just using recycled cardboard and vegetable-based inks.
Eco-friendly product packaging is about more than just using recycled cardboard and vegetable-based inks. Brad Scott of New York's Landor Associates argues that the broader issue of sustainability needs to be addressed. To this end he outlines the three Ps: policy, a formal statement of principles that help a company operate in a sustainable way; practice, covering visual and structural design, material and print specs, on-pack claims and legal ramifications; and perception, or how the product and company are viewed in the marketplace. With so many variables to consider in packaging, sustainability is a constant balancing act and businesses will have to choose which areas are most critical to achieving their goals. For example, lighter packages will bring down shipping costs, but packaging with a higher percentage of recycled materials may be heavier. Whatever they decide, sustainability is becoming a prerequisite for today's global marketplace.
CSR in India: Matching brand strategy with consumer needs
Kartikeya Kompella, Warc Exclusive, September 2011
This Warc Exclusive overview presents an overview of Lowe Lintas, MSN India and online research agency Crosstabs's consumer survey on Indian CSR..
This Warc Exclusive overview presents an overview of Lowe Lintas, MSN India and online research agency Crosstabs's consumer survey on Indian CSR.. It argues that good CSR is a "win-win" for businesses, in that it strengthens the brand and does good for society. Key insights derived from the survey include: Indians trust brands that do CSR more than brands that don't, stakeholders prefer companies that do CSR, and that youth tend to be more "wary" about CSR schemes than those from older generations.
How strong brands can lead to a more sustainable future
Nigel Hollis, Millward Brown Points of View, July 2011
In this Point of View, Nigel Hollis encourages business leaders, marketers and market researchers to make their businesses and brands sustainable and to inspire customers to adopt more sustainable behaviour.
In this Point of View, Nigel Hollis encourages business leaders, marketers and market researchers to make their businesses and brands sustainable and to inspire customers to adopt more sustainable behaviour. There is, he argues, a big opportunity for businesses to ease consumers' transition to a more sustainable future and in turn, assuage the underlying guilt many feel. It may be that existing strong brands that adopt a sustainability agenda are best placed to influence consumer behaviour. This is reinforced with the example of green diaper brand, Seventh Generation, compared with P&G's Pampers: a strong brand with a sustainability plan.
Campaign insights from Coca-Cola Japan - winner of the 2011 Warc Prize for Asian Strategy
Joseph Clift, Warc Prize for Asian Strategy, July 2011
An interview with David Elsworth, Vice President of Creative Excellence at Coca-Cola Japan and the author of the winning case study of the inaugural Warc Prize for Asian Strategy.
An interview with David Elsworth, Vice President of Creative Excellence at Coca-Cola Japan and the author of the winning case study of the inaugural Warc Prize for Asian Strategy. Subjects discussed include the initial insight that sparked the campaign, its creative strategy and the possibility of the campaign strategy being adopted outside of Japan.
Five reasons not to have a green brand (and why those reasons are wrong) (Landor Perspectives 2010)
Russ Meyer, WPP Atticus Awards, Highly Commended, 2010
Russ Meyer from Landor Associates attempts to rebuff the myths about green brands held by some executives, which then prevent companies from becoming green leaders.
Russ Meyer from Landor Associates attempts to rebuff the myths about green brands held by some executives, which then prevent companies from becoming green leaders. He argues that there is a global market for green products, consumers are more likely to purchase green products in the food, home cleaning and personal care categories and sustainable companies are gaining from a reduction in energy, material and transportation costs. He also recommends that in order to green your brand, you must understand your consumer, partner with suppliers and retailers and market with accuracy and transparency.
From Greenwash to Great: A practical guide to great green marketing (without the greenwash)
Freya Williams, WPP Atticus Awards, Winner, 2010
This guide from OgilvyGreen offers practical advice on how to avoid accusations of "greenwashing" in green marketing campaigns.
This guide from OgilvyGreen offers practical advice on how to avoid accusations of "greenwashing" in green marketing campaigns. It argues it's integral in the planning phase to invest resource in building a substantial green story backed up by verified facts and partnering with environmental NGOs. In the communication strategy, it recommends making transparency and honesty a priority, the avoidance of clichés like "good for the planet" and finding a forum to allow the product to speak for itself. Post-launch, it recommends acting fast in the face of criticism and committing to sustainability in the long term. Campaigns cited as good examples include Unilever-owned Hellmann's Mayonnaise using free-range eggs, Clorox launching a natural cleaning products line called Green Works and Coca-Cola using 30% plant-based, recyclable bottles in Canada.
Why smart environmental marketing is good for business and the planet
Geoffrey Precourt, Event Reports, 4A's Leadership, May 2009
The address on green and environmental marketing by David Jones, Global Chief Executive of Havas Worldwide, to the 4As 2009 Leadership Conference is reported by WARC Online's U.S.
The address on green and environmental marketing by David Jones, Global Chief Executive of Havas Worldwide, to the 4As 2009 Leadership Conference is reported by WARC Online's U.S. editor, Geoffrey Precourt. Jones contends that genuine green branding and advertising can be both environmentally and commercially beneficial, and offers 6 tips for success: Be relevant; Be real; Put CSR at the heart of your business strategy; Be differentiated; Give people a clear role to play; Act before somebody acts on your behalf. Brand and company examples are included, such as Apple, Bennetton and Toyota.
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