Keep off the Green Grass

The rise of environmentally responsible businesses seems to be taking place with an incredible lack of imagination or brand understanding.

I've mentioned before that far too many companies are using words like green and organic. Today I found that of the Ethical and Environmental Marketing Group's 18 members, 10 include the word green in their brand name. Perhaps you might say that this is should be expected from a group of 'ethical and environmental' companies, but it shouldn't be, for two simple reasons.

1. If they want to be successful beyond the green niche and achieve greater, main stream success, then they need brands that are equally if not more appealing to consumer than mainstream brands.

2. If they are content to remain in the green niche, then they need to compete with other businesses in this niche. If they are all called green, then they are all the same. It is those who dare to be individual that will stand out and become the leaders in the pack.

The danger is, that if green businesses don't start getting to grips with brand fundamentals, then the green revolution that we are currently seeing might never come to much.

This blog is supported by the ethical brand consultancy, Scamper Brand Strategy.

Talk to the hands cos the face ain't listening

As I keep saying, far too many ethical businesses are presenting themselves like clones. When everyone is saying the same things, no one gets the credit for saying it.

On this note, there are two things that I seem to see everyday, but can never remember where I saw them.

Firstly, the hands of sustainability. Sometimes holding the earth, and sometimes a leaf. It doesn't really matter which the effect is the same.
And then there is this slogan:

'[things] that don't cost the earth'

Apparently nothing costs the earth these days. I'm sure it seemed really clever when they first came up with it, but the novelty has worn off.

Please, please never use these devices again. Ever.

Nope, I'm not listening. I've heard it all before. Talk to the hands!

This blog is supported by the ethical brand consultancy, Scamper Brand Strategy.