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“Green: Going, Going, Gone”

(what you need to know to tell your authentic brand story at a time like this)

“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
“Green: Going, Going, Gone” (what you need to know to tell your authentic brand story at
About BBMG A new kind of marketing firm, dedicated to the intersection of branding, sustainability

About BBMG A new kind of marketing firm, dedicated to the intersection of branding, sustainability and innovation. Founded in 2003, offices in New York and San Francisco, 35+ design awards. Learn more at bbmg.com.

It’s Easy Being Green Today Or is it? Green has gone mainstream. And for many

It’s Easy Being Green Today Or is it? Green has gone mainstream. And for many companies, it’s not just a philosophy. It’s a marketing strategy.

The Question Before Us What marketing strategies can you use to tell an authentic story so longtime customers and new ones will trumpet your brand far and wide?

Is this the right question

?

Conscious Consumers Green is up. Trust is down. And consumers are redefining value in the

Conscious Consumers Green is up. Trust is down. And consumers are redefining value in the new economy. It’s about value and values.

Green is up. Trust is down. And consumers are redefining value in the new economy. It’s
Take Amanda “ I won’t compromise on the quality of the food I buy. I

Take Amanda I won’t compromise on the quality of the food I buy. I will no longer walk into my corner grocery store and buy organic milk for five dollars. I’ll wait. If I can’t get to Trader Joe’s and buy it for $3.50, I’ll go without it for that day and a half.”

– Amanda, 40s, married, children, CA

MADE IN THE USA

LOCALLY GROWN

ENERGY EFFICIENT

Trustworthy

Claims?

NON-TOXIC ORGANIC NO ANIMAL TESTING

ALL NATURAL

Claims? NON-TOXIC ORGANIC NO ANIMAL TESTING ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN

ENVIRONMENTALLY-FRIENDLY

HORMONE or PESTICIDE-FREE

GREEN

CAGE-FREE OR FREE-RANGE

FAIR TRADE

CARBON NEUTRAL

ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
How Do You Know? Of 2,000 consumers we surveyed, one in four have no way

How Do You Know? Of 2,000 consumers we surveyed, one in four have no way of knowing if a company’s claims are valid.

Only 5% turn to company advertising. Only 4% look for a CSR report.

Who Is Least/Most Socially Responsible? Wal-Mart tops both lists. 41% of respondents could not name

Who Is Least/Most Socially Responsible? Wal-Mart tops both lists. 41% of respondents could not name a single socially responsible company.

Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three
Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three

Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three have decent awareness. Familiarity does not equal favorability. Nor does it translate into intent to purchase.

Familiarity & Intent to Purchase

89%

45%

Familiarity & Intent to Purchase 8 9 % 45 % 87 % 56 % 62 %

87%

Familiarity & Intent to Purchase 8 9 % 45 % 87 % 56 % 62 %
Familiarity & Intent to Purchase 8 9 % 45 % 87 % 56 % 62 %

56%

Familiarity & Intent to Purchase 8 9 % 45 % 87 % 56 % 62 %

62%

& Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23
& Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23

23%

& Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23

45%

Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 %
Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 %
Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 %
Intent to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 %

18%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45
familiarity intent to purchase
familiarity
intent to purchase

21%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

7%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45
to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

19%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

7%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45
to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

18%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

6%

to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45
to Purchase 8 9 % 45 % 87 % 56 % 62 % 23 % 45

Familiarity & Intent to Purchase

17%

Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12

6%

Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12
Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12

14%

Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12

6%

Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12
Familiarity & Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12

12%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

5%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
familiarity intent to purchase
familiarity
intent to purchase

11%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

5%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

11%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

4%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

6%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %

2%

& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
& Intent to Purchase 1 7 % 6 % 1 4 % 6 % 12 %
Why Care About Conscious Consumers? Three times more likely to be early adopters. Younger. Wired.
Why Care About Conscious Consumers? Three times more likely to be early adopters. Younger. Wired.
Why Care About Conscious Consumers? Three times more likely to be early adopters. Younger. Wired.

Why Care About Conscious Consumers? Three times more likely to be early adopters. Younger. Wired. Eager to spread the word. Eager to reward. Quick to punish.

As more consumers ask not “What am I buying?” but “What am I buying into?” winning brands will distinguish themselves with more authentic stories and engaging experiences using a new branding paradigm.

1. Integration: Align Promise with Practice Every decision in the lifecycle of a product or

1. Integration: Align Promise with Practice Every decision in the lifecycle of a product or service -- from design and development to delivery -- is now a brand decision.

2. Co-ownership: Shared Value Brands are now co-owned by an array of stakeholders who increasingly

2. Co-ownership: Shared Value Brands are now co-owned by an array of stakeholders who increasingly test, challenge and authenticate brand promises. Invite them in.

TM 3. Triple Value Proposition Sustainable brands deliver on what we call Practical, Social/Environmental and

TM

3. Triple Value Proposition Sustainable brands deliver on what we call Practical, Social/Environmental and Tribal benefits.

4. Inside-Out It’s time to connect the consumer-facing brand story with the authentic corporate back

4. Inside-Out It’s time to connect the consumer-facing brand story with the authentic corporate back story.

5. Empowering Experiences There are too many screens, too many messages, the narrative too fragmented.

5. Empowering Experiences There are too many screens, too many messages, the narrative too fragmented. Brands must now deliver meaningful ideas and experiences.

Fine, but where do I get started? Whether B2B or B2C, your big opportunities revolve around price, performance, purpose and participation.

started? Whether B2B or B2C, your big opportunities revolve around price , performance , purpose and

REFRAME PRICE

REFRAME PRICE

MAKE PERFORMANCE PERSONAL

MAKE PERFORMANCE PERSONAL

ELEVATE PURPOSE

ELEVATE PURPOSE
ELEVATE PURPOSE

OFFER MANY WAYS TO PARTICIPATE

OFFER MANY WAYS TO PARTICIPATE
OFFER MANY WAYS TO PARTICIPATE
OFFER MANY WAYS TO PARTICIPATE
OFFER MANY WAYS TO PARTICIPATE
OFFER MANY WAYS TO PARTICIPATE

SUSTAINABLE BRANDING

Brand 1.0

Logo & Tagline Product Marketing Transaction Monologue Buying What

Brand 2.0

Experience Empowering Platform Movement Transformation Exponential Dialogue Being HOW

CONNECT

Relationships are the only real currency in life. Please let me know if you would like a free tip sheet on either B2B or B2C green marketing. Thanks for your time.

Mitch Baranowski, 212.473.4902 ext 202 mbaranowski@bbmg.com