Like all other bubbles, the green bubble will pop too, MarketingProfs reports. The only question is whether green will index within the mainstream and become ubiquitous or vanish back to the margins of our society. Companies should start thinking about how their brand will be positioned when the inevitable happens.
The article raises an interesting point for marketers, if green becomes a fad, a lot of the positioning work being done now will be wasted. On the other hand, if green becomes ubiquitous, green won’t be as much of a differentiator. As the article states, “when everything is green, green means nothing.”
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Comments
The price of energy is going to keep rising quickly so that efficient products will always be in demand in the marketplace.
Pirko July 18th, 2007Is this stating the obvious or is there good advice?
Jerry July 18th, 2007If the brands that are incorporating green, rather than completely rebuilding their brand around it– which is most of them–do it well, it won’t hurt them, because it wont be the fulcrum, but rather, a powerful component that won’t drive the brand but support it. And the consumer will never hold that against them, Especially because the environmental issues aren’t going away anytime soon.
As for the brands that are built on green, or “CSR brands” –which make upa very small percentage–well, they will be finem, too.
Mainly because those environeemntla issues aren;t going anywhere. Oil, emissions from fossil fuels, pesticides, etc. All these will take quite a while to shift away from.
But no brand should build itself entirely on green, but rather use it as a differentiator. That means lead with your primary benefit which more often than not will be based on a component that serves self-interest, like style, convenience, cost, or performance.
marty mcdonald July 18th, 2007It is not sufficient that a product be “green” only. The quality and product benefit aspects must be driven with every “green mention” made. When all is green the market position attained will then hopefully be stable. Every mention we make of our carbon neutral Backsberg wines is accompanied by mention of latest local or international awards.
John Spiers July 19th, 2007“if green becomes a fad, a lot of the positioning work being done now will be wasted.”
It’s about taking responsibility for your industrial processes, not positioning.
MY July 20th, 2007One question I ask myself is what will the term “green” morph into? Will the deeper concepts of sustainability that include social responsibility and fair trade begin to surface? What will that be called?
Dan O'Shea July 24th, 2007