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.
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.
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