Comments on: Where Will Your Brand Be When The Green Bubble Pops? http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/ Environmental Leader Thu, 24 May 2012 12:27:12 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Dan O'Shea http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-4086 Dan O'Shea Tue, 24 Jul 2007 21:26:27 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-4086 One 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? One 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?

]]> By: MY http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-3820 MY Fri, 20 Jul 2007 10:46:05 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-3820 "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. “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.

]]> By: John Spiers http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-3708 John Spiers Thu, 19 Jul 2007 07:37:01 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-3708 It 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. It 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.

]]> By: marty mcdonald http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-3701 marty mcdonald Thu, 19 Jul 2007 05:09:31 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-3701 If 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. If 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.

]]> By: Jerry http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-3673 Jerry Wed, 18 Jul 2007 22:12:31 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-3673 Is this stating the obvious or is there good advice? Is this stating the obvious or is there good advice?

]]> By: Pirko http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/comment-page-1/#comment-3658 Pirko Wed, 18 Jul 2007 18:29:58 +0000 http://www.environmentalleader.com/2007/07/18/where-will-your-brand-be-when-the-green-bubble-pops/#comment-3658 The price of energy is going to keep rising quickly so that efficient products will always be in demand in the marketplace. The price of energy is going to keep rising quickly so that efficient products will always be in demand in the marketplace.

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