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Authentically "Green": Marketing Starts With Your Brand
 

Authentically "Green": Marketing Starts With Your Brand

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Whether your company is looking at green as a differentiator, or you need some transparency on your sustainable practices, conveying a "green" message is playing a larger part of B2B marketing. How do ...

Whether your company is looking at green as a differentiator, or you need some transparency on your sustainable practices, conveying a "green" message is playing a larger part of B2B marketing. How do you integrate green as an element of your brand and convey this in an authentic way?

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  • Interesting read! Would you be able to send me the actual ppt? (cjschnellen@phastr.nl). Any suggestions/ppt's for 'green' brand communications? Thank you!
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  • Good presentation

    Great presentation ..

    Please do also have a look at this presentation and vote if you like it.

    http://www.slideshare.net/misterjester/green-business-practices
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    Authentically "Green": Marketing Starts With Your Brand Authentically "Green": Marketing Starts With Your Brand Presentation Transcript

    • AMA Houston Authentically Green: Marketing Starts With Your Brand June 30, 2009
    • Authentic Green Marketing green = the new black Challenges – Most companies were not founded on a commitment to the environment – Green has to be an ongoing promise – Must also align with customer and stakeholder benefits 2
    • Authentic Green Marketing? Green marketing must follow a company’s core commitment to green and sustainable business practices. 3
    • Misaligned Perceptions Source: MapChange 2008 – the importance of understanding reality vs. perception with green brands 4
    • Misaligned Perceptions Source: MapChange 2008 – the importance of understanding reality vs. perception with green brands 4
    • Green As Part Of Your Core So, how do you make “room” for green... – Understand what customers, employees, investors, suppliers care about – Identify the impact and implications of your operations on the environment – Get commitment from top and throughout the organization – Honest, transparent communications – Walk the talk 5
    • Authentic Green Marketing green = green Benefits – Cost savings – A Brand premium – Bottom-line results – Recruiting/Retention 7
    • The Many Shades Of Green select your green target 8
    • Customers Care About Green Green labels or certifications can positively impact buying decisions Needs to exist with other benefits too 9
    • Green marketing is successful when it is a core element of the Brand Building Beyond Green The Dinerstein Companies is dedicated to the development, construction and management of smart, beautiful, and environmentally responsible multi-family residences that go beyond green. Our building and property management practices reflect the highest standards of environmental excellence, including construction of some of the first LEED Silver certified multi-family properties in the State of Texas.
    • Employees Care About Green 88% of Millennials stated that they seek employers with social responsibility values that reflect their own Source: PriceWaterhouseCoopers, “Survey: Millennials at work: Perspectives from a new generation” September 2008 11
    • Brand Value Loves Green 12
    • Brand Value Loves Green 12
    • Your Bottom Line Loves Green InterContinental Hotel Group changed to an eco-friendly lighting system and is saving $1.2 million a year in energy costs Yahoo built a data center that uses 60% less energy for cooling Wal-mart’s trucks are now equipped with auxiliary power units that allow drivers to turn off the engine when stopped for deliveries – improving overall fleet efficiency by 8%  Source: “Going Green to Cut Costs,” Harvard Business Publishing, June 11, 2009 13
    • Authentic Green Marketing green = gold Opportunities – Drive innovation – Promote leadership – Gain new customers – Build brand loyalty 14
    • Sustainability As A Strategy “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009 15
    • E ENVIRONMENTALLY SENSITIVE M I X E D G R E E N S | California P E A C H E S | California/Washington State M O U N T A I N E E R C H E E S E | Local G R O U N D T U R K E Y | Local M U S H R O O M S | Local B L A C K B E R R I E S | Mexico A C O R N S Q U A S H | New Jersey/Pennsylvania T O M A T O E S | Tennessee/Ohio
    • Marketing Sustainability So you’re not Green, what now? – Transparency as the new marketing... – By 2008, 70% of the Fortune 500 were planning on reporting on sustainability. This is the new annual report. 23
    • Sustainability Reporting Reporting and official certifications have become the best way for traditionally non- green industries to address sustainability and gain credibility for headway in this area 24
    • Key Takeaways If your Green Marketing is credible to your Brand, people will want to: – Work for you – Buy your products and services – Invest in your company And you’ll have the opportunity to: – Promote your Brand leadership – Save costs; weather a downturn; capitalize an upturn 27
    • Thank You http://www.linkedin.com/in/robintooms http://blog.savagebrands.com http://twitter.com/rtooms rtooms@savagebrands.com