Paint your (band) wagon green?filed in: branding
written by David on June 29th, 2010 |
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Green branding has been a big hot topic for some time and Purple Frog has been invited to contribute to important new research being conducted by the Economist Intelligence Unit into the way that green branding is being addressed by major corporates.
The Research, due to be published later this year, will provide a resource and valuable insights into the way that global electronics brands develop green brand activities in the UK and Europe as part of wider brand and business strategy.
The subject of green branding, its influence and priority in overall brand awareness generation and its sustainability in the minds of consumer groups and business leaders as the environmental ‘landscape’ evolves, now form a significant part of most brand and marketing managers consideration.
Planning if, when and how to promote a businesses environmental credentials requires careful, balanced and realistic understanding of what the business is actually offering its audiences in terms of green advantage. This consideration needs to factor in corporate social responsibility policy, offer attributes, internal culture/operation, real audience benefit and other brand and marketing communication activity.
Most importantly, green brand development has to consider other competitor and whole market activity, together with consumer attitudes to the environmental messages that they are exposed to and their ability, through social and online mediums, to explore, debate, challenge and expose these messages.
In the UK, consumer groups have been exposed to so many green brand messages in every aspect of their lives, that simply promoting a general ‘environmental’ brand no longer brings credibility. Instead, businesses need to rigorously evaluate the way that they build green branding into overall brand and marketing communication, in order to avoid the risk of spending valuable budgets by jumping on the green bandwagon – without opportunity for good returns or positive brand impact.
If your business needs to evaluate its green brand position and communication approach, why not make it a policy to give Purple Frog a call.
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