Great Green Marketing Article in CMO Mag

This article in CMO Magazine is worth perusing for its insight on “green marketing” – what works, and what doesn’t. The article makes the point that deliberately branding youself as “Green” carries with it quite a bit of risk, especially if you have a checkered past (like Wal Mart). I looked at this recently in a post about the Beauty Engineered Forever brand of cleaning products, and the article also points out that nowhere in marketing material is the Toyota Prius ever referred to as “green”.
Ultimately this is a good thing because it reduces greenwashing and respects the intellegence of the public who are rightly skeptical of distracting “green” claims. It also reinforces the idea that ecologically intellegent innovations, particularily in efficiency ought to be commonplace and part of any sound business strategy.

Nick Aster is a new media architect and the founder of TriplePundit.com

TriplePundit.com has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He was instrumental in the creation of TreeHugger.com, managing the technical side of the publication for 3 years as well as an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.