(well, except for the obit on my theoretical day job)
Advertising is Dead, Long Live Packaging
Works for me!
May I suggest a slight addition?
It's in light of the perceived negatives of packaging environmentally. There is now a fair old desire, if not demand, by consumers for brands to up their game in this regard, pushed by media and legislative bodies as well.
Hence... think reuse! Trust me, be it 'accidental' but most certainly when designed in (Junkk.com is getting more and more great examples daily), there are opportunities aplenty for fun and profit all round. Plus the planet doesn't do too badly either:) Win, win... win...
Showing posts with label BRANDCHANNEL. Show all posts
Showing posts with label BRANDCHANNEL. Show all posts
Monday, June 16, 2008
Monday, April 28, 2008
Because graded greens means fewer flowers
Grading Green: The Watchdogs CMOs Must Appease
You know, whilst I broadly agree I rather think there might now be a few more than that. Certainly as I look at my inbox daily from the funded/subsidised/donated whole (and I am sure I have missed a ton) sorry lot of them. Which may be part of the problem.
By already having such diversity, especially without any real knowledge (without a ton of digging) of provenance, objectivity and accountability of these entities all competing for consumers' and/or worried/cynical brand owners' money to pay for empires and comms budgets, what value do I think most of them actually present to the planet.... few. These may be exceptions. Sadly, in comparison that is a tad more than I would so far accord most efforts so far from my own government or major media, at least in terms of clearing things up and offering comprehensible methods of engagement for the average Joe.
The business of telling people about green seems now to have easily outpaced, at least in terms of trying to grab attention and hence sources of revenue, any of those trying to actually do much about it.
Hard to see how we can get back to simpler, trusted ways to make decisions based on meaningful enviROIs now. Too much, and too many, invested in competing for our eyeballs... and wallets.
Who grades the graders?
You know, whilst I broadly agree I rather think there might now be a few more than that. Certainly as I look at my inbox daily from the funded/subsidised/donated whole (and I am sure I have missed a ton) sorry lot of them. Which may be part of the problem.
By already having such diversity, especially without any real knowledge (without a ton of digging) of provenance, objectivity and accountability of these entities all competing for consumers' and/or worried/cynical brand owners' money to pay for empires and comms budgets, what value do I think most of them actually present to the planet.... few. These may be exceptions. Sadly, in comparison that is a tad more than I would so far accord most efforts so far from my own government or major media, at least in terms of clearing things up and offering comprehensible methods of engagement for the average Joe.
The business of telling people about green seems now to have easily outpaced, at least in terms of trying to grab attention and hence sources of revenue, any of those trying to actually do much about it.
Hard to see how we can get back to simpler, trusted ways to make decisions based on meaningful enviROIs now. Too much, and too many, invested in competing for our eyeballs... and wallets.
Who grades the graders?
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
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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