Creating a Green Brandscape
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Transcript of Creating a Green Brandscape
Creating a green brandscape
Presented by Omondi Abudho, Creative PartnerScanad Kenya
What’s a Brand?What makes great brandsFew points to note when communicating about your brand or productWhat makes great green brands?Sins of greenwashingHow can we make green marketing betterWhy green brands are good for business.
Presentation Content
What’s a Brand?
Important but not a brand...
THESE FEATURES ARE THE TANGIBLE EXECUTION OF A BRAND
Name Logo
ProductMascot
TrademarkByline
Mission statement
Instead its more about...
ITS CRITICAL TO LOOK AT AND INVEST IN THE BIGGER PICTURE
Living entity Manufactured story
PhilosophyPerspective
BeliefCustomer conversationMomentum rooted in passion
Coca-Cola believes the world would be a better place if we saw the glass as half full, not half empty.
Dove believes the world would be a better place if women were allowed to feel good about themselves.
Louis Vuitton believes the world would be a better place if welived it as an exceptional journey.
Societal challanges Brand’s Unique Selling Point
CulturalTension
Brand’s best self
The Big IdeaL
THIS IS A BRAND’S BIG IDEAL
What makes great brands?
MAKE PROMISE
COMMUNICATE PROMISEREVISIT AND ITERATE
DELIVER ON PROMISE
1. Take a Stand
It’s crucial to take a stand as a company, and it’s a promise or differentiator that is the foundation for everything you do with your brand. Your team, your products, and your assets should all magnetically tie back to this promise. What is your company passionate about?
2. Shout your promise from the rooftops
Communicating your promise in a beautiful, effective way is what enables you to begin to build your tribe of brand advocates. Delight them by providing them with content that is shareable and effectively relays your brand’s promise.
3. Don’t just talk; do
After you’ve promised people something, it’s important to deliver on that promise. You must make sure that brand promise is consistently delivered so it’s believed; only then will it be shared on your behalf. No great logo or byline can outweigh the importance of doing what your company promised it would do for its users.
JUST DO IT!
4. Revisit and evolve
Great brands grow as their markets shift. Revisiting how you are promising something to a market and tweaking as needed is a vital part of building a brand. For the brand to last decades, it must resonate with new audiences, yet always come back to that “moment of passion” that resonates with the brand’s promise.
Few points to note when communicating about your brand or product.
RELEVANT BRAND ATTRIBUTES RESONATE STRONGLYNeuroscientific PrincipleWhen creative execution is well aligned with the implicit messages communicated within—including brand/product attributes--the neurological bond made between theadvertising and the brand/product is strengthened
VISUALIZE PRODUCT ATTRIBUTESNeuroscientific PrincipleVisual elements that provide additional, unspoken information can be readily assimilated by the subconscious, enhancing the effectiveness of attribute communication
STICK TO THE STORYLINENeuroscientific PrincipleThe brain is powerfully drawn to stories. But unexpected interruptions demand additional processing resources, causing a decline in fluency and therefore overall effectiveness
MULTIPLE MESSAGES SUBTRACT STRENGTHNeuroscientific PrincipleThe brain is designed for maximum functional efficiency; delivering multiple simultaneous messages can overwhelm cognitive processing capabilities, decreasing overallmessaging effectiveness
ACTION ATTRACTSNeuroscientific PrincipleThe brain is built to notice and respond to motion as a top priority (a survival mechanism for early man which persists today)
CLOCKWISE IS WISENeuroscientific PrincipleMost brains are fundamentally oriented to prefer a clockwise direction in visual presentations
SUMMARY: Five practices of great brands
• Continually deliver on the brand promise
• Posses superior products, services and technologies
• Own a distinct position and deliver a unique customer experience
• Focus on ‘internal’ branding
• Improve and innovate
What makes great green brands?
When you create a green brand it means that over and above your other brand promises, you are promising your consumer
a brand that is able to conserve an ecological balance by avoiding or reducing the depletion of natural resources...
got green?
And considering the fact that great brands keep their promises and follow
through, do not commit the Sins of Greenwashing
What makes great green brands?
Source: http://sinsofgreenwashing.org
Sins of Greenwashing
Committed by suggesting a product is “green” based on an unreasonably narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, including energy, greenhouse gas emissions, and water and air pollution, may be equally or more significant.
Sin of the hidden trade-off
Committed by an environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are tissue products that claim various percentages of post-consumer recycled content without providing any evidence.
Sin of no proof
Committed by every claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. “All-natural” is an example. Arsenic, uranium, and mercury are all naturally occurring, and poisonous. “All natural” isn’t necessarily “green”.
Sin of Vagueness
Committed by making an environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. “CFC-free” is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.
Sin of irrelevance
Committed by claims that may be true withinthe product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes might be an example of this category, as might be fuel-efficient sport-utility vehicles.
Sin of lesser of two evils
The least frequent Sin, is committeed by making environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.
Sin of Fibbing
The Sin of Worshiping False Labels is committed by a product that, through either words or images, gives the impression of third-party endorsement where no such endorsement actually exists; fake labels, in other words.
Sin of Worshiping False Labels
How can we make green marketing better
Green Marketing Matrix by John GrantAccording to John Grant’s book Green Marketing Manifesto, you have 9 different angle points to find the right strategy.
Green(Push Standards)
(Framing vs Pointing) (Educate vs Evangelise) (Social Production vs Property)
(Eco labels vs Cause related) (Exclusive vs Inclusive) (Tradition vs New cool)
(Less vs More) (Switch vs Cut) (Treasure vs Share)
Set an example
Credible Partner Trial Brands Trojan Horse
Market a benefit Change Usage Challenge consuming
Develop the market New business concepts(Trust)
(Belief)
(Perfomance)
(Share resposibility) (reinvent business)
Company
Brand
Product
Greener Greenest
Set and example
vs
Point to the resultsFrame your corporate ambitions
Credible Partners
vs
Get a cause related partnerReinforce your sustainable credentials with a Third Party
Market Benefit
vs
What you do moreMatch the consumerbenefit with the sustainable
benefit by saying what you do less
Develop the market
vs
Evangelize to growEducate people to realize awarenessand context for your product
Connect to a tribe
vs
Be exclusive by portraying aparticular attractive lifestyle
Be inclusive by being empathicand caring for a certain audience
Change usage
vs
Cut usageYou can promote to switch
New business models
vs
Turn a public service intopersonal property
You can source a solutionfrom the collaborating people:
Social Production
Trojan horse
vs
Use what everyone is getting into;the fashionable - new cool
You can use cozy and familiarideas of traditional culture
Challenge consumption
vs
Get people to treasure a product and use it longer
Get people to own lessand share/rent more
Why green brands are good for business
of consumers would switch to brands if given a more ethical alternative25%
Source: Harvard Business Review, 20 counter-culture breakthroughs
In short, what began as an initiative to improve our planet's health has evolved into a means of boosting profit margins. These efforts can offer significant benefits to businesses by:
Reducing the amount of energy used by data centers and point of sale (POS) terminals, lowering carbon emissions and slashing operating costs.
Optimizing the supply chain, which helps reduce waste, increase flexibility and tighten control of product delivery and demand-response time.
Migrating to green infrastructure, which provides an opportunity to re-evaluate operations for improved efficiency and to help locate surplus expenses.
Implementing green operations that can improve compliance with government regulations—now and in the future.
Source: IBM, Green retail: saving the planet can save on costs
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