green Has Gone Mainstream, And For Many Companies Caring For The Environment Is Not Just A Philosophy, It's A Marketing Strategy. So How Does A Company That's Genuinely Committed To Green Principles Differentiate Itself From Its Greenwashing Competitors?
brand Expert Richard Seireeni Interviewed More Than 30 Eco-capitalists From A Broad Range Of Industries-home Improvement, Transportation, Household Products, Food And Beverage, Energy, Real Estate, Finance, And Fashion. The Collective Experience Of Leaders Such As Gary Hirschberg Of Stonyfield Farms, Jeffrey Hollander Of Seventh Generation, And The Grandsons Of Dr. Bronner, As Well As Other Green Experts, Are A Rich Source Of Wisdom For Green Businesses Getting Off The Ground Or For Any Business Aiming To Improve Its Environmental Performance.
the Result Of These Interviews Is The Gort Cloud-a Term Coined By The Author That Describes The Vast And Largely Invisible Network Of Ngos, Trendspotters, Advocacy Groups, Social Networks, Business Alliances, Certifying Organizations, And Other Members Of The Green Community That Have The Power To Make Or Break New Green Brands.
integrating The Gort Cloud Into Brand Development And Marketing Strategies Is Critical To The Success Of Any Aspiring Green Brand. This Green Community Can Supply Technical Assistance, Venture Capital, The First Line Of Core Customers, And Tremendous Echo Effect In Getting The Word Out Quickly And Inexpensively. Creating A Cause, Building Credibility, Developing A Simple And Compelling Message, Identifying Core Customers And Sales Channels, Deftly Playing The Green Alternative Media, And Fending Off Second-to-market Competitors Are All Required To Builda Green Brand. How These Skills Are Put Into Practice Will Vary For Each Business, But Seireeni's Research Points Toward A Set Of Shared Characteristics And Basic Tenets That Every Business Can Use To Build A Credible And Successful Green Brand.
publishers Weekly in This Detailed Market Report, Veteran Brand Consultant And Creative Executive Seireeni Maps Out The Network Of Experts, Activists, Tastemakers, Special Interests, Consumers And Others Who Guide The Fate Of Rapidly Proliferating Green Businesses. Meting Their Influence Online In Clusters Of Similarly-concerned Web Sites, These Disparate Sources Of Opinion And Information-from Government Organizations To Bloggers To Green Shopping Sites-form A Simultaneous Source Of Credibility, Endorsement, And Echo Effect For An Ever-growing Audience. In 12 Case Studies, Seireeni Examines The Cloud's Make-or-break Abilities, Particularly To Reject, Fairly Or Not, Claims Of Eco-utility As Greenwashing-as Happened To The Swiffer Disposable Mop In 2007, When People Simply Weren't Buying The Trade-off Between Less Water Use And More Landfill Waste. Seireeni's Focus Is On Exactly How Others Have Built Green Brands With Loyal Followings; Among Others, He Covers Seventh Generation Cleaning Supplies, Tesla Motors Electric Cars, Stonyfield Farm Dairy, The Financial Institutes Creating Green Street, And Southwest Windpower. Though Textbook-like In Style, Seireeni's Clear Thinking And Compelling Examples Will Prove Valuable For Anyone Looking To Make Hay In The Growing Green Movement.
copyright © Reed Business Information, A Division Of Reed Elsevier Inc. All Rights Reserved.

Seireeni, Richard, 1949-; Fields, Scott

Scott Fields; Richard Seireeni

White River Junction, Vt.: Chelsea Green Pub.

White River Junction, VT, Vermont, 2009

United States, United States of America

White River Junction, Vt, c2008

PT, 2009

obscured text on leaf 2-3 and 326-327 and back cover.

[curator]associate-jye-afamasaga@archive.org[/curator][date]20201201145727[/date][state]approved[/state][comment]Fixed by Innodata[/comment]

Includes bibliographical references and index.

"Green" has gone mainstream and, for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors? Brand expert Richard Seireeni interviewed more than thirty eco-capitalists from a broad range of industries-home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. The collective experiences of leaders like Gary Hirshberg of Stonyfield Farms, Jeffrey Hollender of Seventh Generation, and the grandsons of soapmaker Dr. Bronner provide a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance. Seireeni shows how green entrepreneurs leveraged their brands by successfully navigating the " Gort Cloud "-a term coined by the author to describe the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands. Integrating the Gort Cloud into brand development and marketing strategies is critical to the success of any aspiring green brand. Creating a cause, building credibility, developing a simple and compelling message, identifying core customers and sales channels, deftly playing the green alternative media, and fending off second-to-market competitors are all required to build a green brand. How these skills are put into practice will vary for each business, but Seireeni's research points toward a set of shared characteristics and basic tenets that every business can use to build a credible and successful green brand.

""Green" has gone mainstream. And for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that is genuinely committed to green principles differentiate itself from its greenwashing competitors?" "To answer that question, brand expert Richard Seireeni interviewed more than 30 eco-capitalists from a broad range of industries - home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. Here, Seireeni delivers candid and valuable advice from leaders like Gary Hirshberg of Stonyfield Farm, Jeffrey Hollender of Seventh Generation, and the grandsons of soapmaker Dr. Bronner, along with leaders of new and emerging green companies that have successfully, and uniquely, launched their brands." "The common thread he found in their triumphs was their surprisingly deft navigation of a vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that in its entirety has the power to make or break new green brands." "Seireeni unveils the network and tells green entrepreneurs and their marketing partners how to use it to their best advantage."--Jacket

308 p. ; 24 cm
Includes bibliographical references (p. [301-305])
Marketing magic : Dr. Bronner's magic soap -- The consummate pitchman : Earth Friendly Moving -- Unfuckers united : the rise, fall, and resurrection of Nau Clothing -- Cleaning up in a crowded marketplace : Seventh Generation -- Building green : Michelle Kaufmann Designs and Green Key Real Estate -- Creating Green Street : Ecotrust, Portfolio 21 Investments, and ShoreBank Pacific -- Driving fast in the green lane : Tesla Motors, CalCars.org, Hymotion, and Southern California Edison -- Marketing your green expertise : Mohawk Fine Papers and Time Inc. -- Selling activism : Ben & Jerry's Homemade, Green Mountain Coffee Roasters, and Stonyfield Farm -- Sustainable living : Interface Inc. and YOLO Colorhouse -- Think big or go home : TerraCycle -- The ultimate gort cloud connector : energy : Southwest Windpower and Bonneville Environmental Foundation

2023-06-28