Monday, July 30, 2007

Who's dissin' who?

When is branding disingenuous?

As with all things, it can span a range. I certainly think a lot are making things worse for themselves and the message by being so darn clunky, especially with the environment. If a plane is more fuel efficient or a bank goes 'carbon neutral' then great, but it really only helps their bottom line or CSR report at the AGM. Hardly worth an ad. And cars with leaves blowing out their exhausts are plain daft. And some are just desperate. I have AdSense on my blog and often click on intriguing, if vague, ads covering many green areas. Almost all seem to lead to Exxon Mobil. If I thought poorly of them before, I think even less now.

Best Global Brands: How valuable is green?

I think consumers do care about the environment more than some reports claim, and this may be a reflection on the questions asked and/or actions measures.

For a start, it's hard to care too much if there is no end-benefit. Sounds selfish, but it's true. I still get a PR almost daily expecting me to run a piece on why so-and so has gone carbon neutral. Despite that term having almost no rational meaning and now being almost worthless, while it's great a bank recycles its paper or uses green energy, that really only effects their own internal bottom line or CSR report.

Also so much is about things you can DO. It's hard to get very excited about anything that simply says 'isn't green lovely' when that's about the substance of it all.

The consumer needs to feel a sense of reward. This can be 'making a difference', so long as it is clear and measurable, and trusted, but there is little better than saving time, saving money... and the planet. Few brands deliver on that yet.

Exploiting a brands's green appeal

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