1. Creatingagreen
brandscape

2. Presentedby
OmondiAbudho,CreativePartner
ScanadKenya
What’saBrand?
Whatmakesgreatbrands
Fewpointstonotewhencommunicatingaboutyourbrandorproduct
Whatmakesgreatgreenbrands?
Sinsofgreenwashing
Howcanwemakegreenmarketingbetter
Whygreenbrandsaregoodforbusiness.
PresentationContent

3. What’saBrand?

4. Importantbutnotabrand...
THESEFEATURESARETHETANGIBLEEXECUTIONOFABRAND
Name
Logo
ProductMascot
Trademark
Byline
Missionstatement

5. Insteaditsmoreabout...
ITSCRITICALTOLOOKATANDINVESTINTHEBIGGERPICTURE
Livingentity
Manufacturedstory
Philosophy
Perspective
BeliefCustomerconversation
Momentumrootedinpassion

6. Coca-Colabelievestheworldwouldbeabetterplaceifwesaw
theglassashalffull,nothalfempty.

7. Dovebelievestheworldwouldbeabetterplaceifwomenwere
allowedtofeelgoodaboutthemselves.

8. LouisVuittonbelievestheworldwouldbeabetterplaceifwe
liveditasanexceptionaljourney.

9. Societalchallanges Brand’sUniqueSellingPoint
Cultural
Tension
Brand’s
bestself
The
BigIdeaL
THISISABRAND’SBIGIDEAL

10. Whatmakes
greatbrands?

11. MAKEPROMISE
COMMUNICATEPROMISEREVISITANDITERATE
DELIVERONPROMISE

12. 1.TakeaStand
It’scrucialtotakeastandasacompany,andit’sapromiseordifferentiatorthatis
thefoundationforeverythingyoudowithyourbrand.Yourteam,yourproducts,
andyourassetsshouldallmagneticallytiebacktothispromise.Whatisyour
companypassionateabout?

13. 2.Shoutyourpromisefromtherooftops
Communicatingyourpromiseinabeautiful,effectivewayiswhatenablesyouto
begintobuildyourtribeofbrandadvocates.Delightthembyprovidingthemwith
contentthatisshareableandeffectivelyrelaysyourbrand’spromise.

14. 3.Don’tjusttalk;do
Afteryou’vepromisedpeoplesomething,it’simportanttodeliveronthatpromise.
Youmustmakesurethatbrandpromiseisconsistentlydeliveredsoit’sbelieved;
onlythenwillitbesharedonyourbehalf.Nogreatlogoorbylinecanoutweighthe
importanceofdoingwhatyourcompanypromiseditwoulddoforitsusers.
JUST DO IT!

15. 4.Revisitandevolve
Greatbrandsgrowastheirmarketsshift.Revisitinghowyouarepromising
somethingtoamarketandtweakingasneededisavitalpartofbuildingabrand.
Forthebrandtolastdecades,itmustresonatewithnewaudiences,yetalways
comebacktothat“momentofpassion”thatresonateswiththebrand’spromise.

16. Fewpointstonotewhen
communicatingabout
yourbrandorproduct.

17. RELEVANTBRANDATTRIBUTESRESONATE
STRONGLY
NeuroscientificPrinciple
Whencreativeexecutioniswellalignedwiththe
implicitmessagescommunicated
within—includingbrand/productattributes--the
neurologicalbondmadebetweenthe
advertisingandthebrand/productis
strengthened
VISUALIZEPRODUCTATTRIBUTES
NeuroscientificPrinciple
Visualelementsthatprovideadditional,
unspokeninformationcanbereadily
assimilatedbythesubconscious,enhancing
theeffectivenessofattributecommunication

18. STICKTOTHESTORYLINE
NeuroscientificPrinciple
Thebrainispowerfullydrawntostories.But
unexpectedinterruptionsdemandadditional
processingresources,causingadeclinein
fluencyandthereforeoveralleffectiveness
MULTIPLEMESSAGESSUBTRACTSTRENGTH
NeuroscientificPrinciple
Thebrainisdesignedformaximumfunctional
efficiency;deliveringmultiplesimultaneous
messagescanoverwhelmcognitive
processingcapabilities,decreasingoverall
messagingeffectiveness

19. ACTIONATTRACTS
NeuroscientificPrinciple
Thebrainisbuilttonoticeandrespondtomotion
asatoppriority(asurvivalmechanismforearly
manwhichpersiststoday)
CLOCKWISEISWISE
NeuroscientificPrinciple
Mostbrainsarefundamentallyorientedtoprefera
clockwisedirectioninvisualpresentations

20. SUMMARY:Fivepracticesofgreatbrands
•Continuallydeliveronthebrandpromise
•Possessuperiorproducts,servicesandtechnologies
•Ownadistinctpositionanddeliverauniquecustomerexperience
•Focuson‘internal’branding
•Improveandinnovate

21. Whatmakes
greatgreenbrands?

22. Whenyoucreateagreenbranditmeansthatoverandabove
yourotherbrandpromises,youarepromisingyourconsumer
abrandthatisabletoconserveanecologicalbalanceby
avoidingorreducingthedepletionofnaturalresources...
gotgreen?

23. Andconsideringthefactthatgreat
brandskeeptheirpromisesandfollow
through,donotcommittheSinsof
Greenwashing

24. Whatmakes
greatgreenbrands?

25. Source:http://sinsofgreenwashing.org
Sinsof
Greenwashing

26. Committedbysuggestingaproductis“green”based
onanunreasonablynarrowsetofattributeswithout
attentiontootherimportantenvironmentalissues.
Paper,forexample,isnotnecessarily
environmentally-preferablejustbecauseitcomes
fromasustainably-harvestedforest.Otherimportant
environmentalissuesinthepaper-makingprocess,
includingenergy,greenhousegasemissions,and
waterandairpollution,maybeequallyormore
significant.
Sinofthehiddentrade-off

27. Committedbyanenvironmentalclaimthat
cannotbesubstantiatedbyeasilyaccessible
supportinginformationorbyareliable
third-partycertification.Commonexamplesare
tissueproductsthatclaimvariouspercentages
ofpost-consumerrecycledcontentwithout
providinganyevidence.
Sinofnoproof

28. Committedbyeveryclaimthatissopoorly
definedorbroadthatitsrealmeaningislikely
tobemisunderstoodbytheconsumer.
“All-natural”isanexample.Arsenic,uranium,
andmercuryareallnaturallyoccurring,and
poisonous.“Allnatural”isn’tnecessarily
“green”.
SinofVagueness

29. Committedbymakinganenvironmentalclaim
thatmaybetruthfulbutisunimportantor
unhelpfulforconsumersseeking
environmentallypreferableproducts.
“CFC-free”isacommonexample,sinceitisa
frequentclaimdespitethefactthatCFCsare
bannedbylaw.
Sinofirrelevance

30. Committedbyclaimsthatmaybetruewithin
theproductcategory,butthatriskdistracting
theconsumerfromthegreaterenvironmental
impactsofthecategoryasawhole.Organic
cigarettesmightbeanexampleofthis
category,asmightbefuel-efficient
sport-utilityvehicles.
Sinoflesseroftwoevils

31. TheleastfrequentSin,iscommitteedby
makingenvironmentalclaimsthataresimply
false.Themostcommonexampleswere
productsfalselyclaimingtobeEnergyStar
certifiedorregistered.
SinofFibbing

32. TheSinofWorshipingFalseLabelsis
committedbyaproductthat,througheither
wordsorimages,givestheimpressionof
third-partyendorsementwherenosuch
endorsementactuallyexists;fakelabels,in
otherwords.
SinofWorshipingFalseLabels

33. Howcanwemake
greenmarketing
better

34. GreenMarketingMatrixbyJohnGrant
AccordingtoJohnGrant’sbookGreenMarketingManifesto,
youhave9differentanglepointstofindtherightstrategy.
Green
(PushStandards)
(FramingvsPointing) (EducatevsEvangelise) (SocialProductionvsProperty)
(EcolabelsvsCauserelated) (ExclusivevsInclusive) (TraditionvsNewcool)
(LessvsMore) (SwitchvsCut) (TreasurevsShare)
Setanexample
CrediblePartner TrialBrands TrojanHorse
Marketabenefit ChangeUsage Challengeconsuming
Developthemarket Newbusinessconcepts
(Trust)
(Belief)
(Perfomance)
(Shareresposibility) (reinventbusiness)
Company
Brand
Product
Greener Greenest

35. Setandexample
vs
PointtotheresultsFrameyourcorporateambitions

36. CrediblePartners
vs
GetacauserelatedpartnerReinforceyoursustainable
credentialswithaThirdParty

37. MarketBenefit
vs
WhatyoudomoreMatchtheconsumer
benefitwiththesustainable
benefitbysayingwhatyoudoless

38. Developthemarket
vs
EvangelizetogrowEducatepeopletorealizeawareness
andcontextforyourproduct

39. Connecttoatribe
vs
Beexclusivebyportrayinga
particularattractivelifestyle
Beinclusivebybeingempathic
andcaringforacertainaudience

40. Changeusage
vs
CutusageYoucanpromotetoswitch

41. Newbusinessmodels
vs
Turnapublicserviceinto
personalproperty
Youcansourceasolution
fromthecollaboratingpeople:
SocialProduction

42. Trojanhorse
vs
Usewhateveryoneisgettinginto;
thefashionable-newcool
Youcanusecozyandfamiliar
ideasoftraditionalculture

43. Challengeconsumption
vs
Getpeopletotreasureaproduct
anduseitlonger
Getpeopletoownless
andshare/rentmore

44. Whygreenbrands
aregoodforbusiness

45. ofconsumerswould
switchtobrandsifgiven
amoreethicalalternative25%
Source:HarvardBusinessReview,20counter-culturebreakthroughs

46. Inshort,whatbeganasaninitiativetoimproveourplanet'shealthhasevolved
intoameansofboostingprofitmargins.Theseeffortscanoffersignificant
benefitstobusinessesby:
Reducingtheamountofenergyusedbydatacentersandpointofsale(POS)terminals,
loweringcarbonemissionsandslashingoperatingcosts.
Optimizingthesupplychain,whichhelpsreducewaste,increaseflexibilityand
tightencontrolofproductdeliveryanddemand-responsetime.
Migratingtogreeninfrastructure,whichprovidesanopportunitytore-evaluate
operationsforimprovedefficiencyandtohelplocatesurplusexpenses.
Implementinggreenoperationsthatcanimprovecompliancewithgovernment
regulations—nowandinthefuture.
Source:IBM,Greenretail:savingtheplanetcansaveoncosts

47. Thanksforyour
patience