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“Green: Going, Going, Gone”

(what you need to know to tell your


authentic brand story at a time like this)
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 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 new economy.
It’s about value and values.
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 NON-TOXIC
Claims? ORGANIC
NO ANIMAL TESTING
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 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 a single
socially responsible company.
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% 87%

familiarity
62% intent to purchase
56%
45% 45%

23% 21%
18% 19% 18%
7% 7% 6%
Familiarity & Intent to Purchase

familiarity
intent to purchase

17% 14% 12% 11% 11%


6% 6% 5% 5% 4% 6%
2%
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 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 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 Tribal
benefits.
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.
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.
REFRAME PRICE
MAKE PERFORMANCE PERSONAL
ELEVATE PURPOSE
OFFER MANY WAYS TO PARTICIPATE
SUSTAINABLE BRANDING
Brand 1.0 Brand 2.0
Logo & Tagline Experience
Product Empowering Platform
Marketing Movement
Transaction Transformation
Monologue Exponential Dialogue
Buying Being
What 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

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