Eco-Libris: An Interview With Orly Zeewy, a Branding Consultant, on Green Branding : Ecopreneurist

Eco-Libris: An Interview With Orly Zeewy, a Branding Consultant, on Green Branding

Written by Raz Godelnik

Published on June 25th, 2009

This post was originally posted on Eco-Libris blog on June 21.

The added value of going green is constantly growing. According to a survey conducted lately, 46% of consumers say they would shop at a retailer more if it was environmentally friendly. Another study of Mintel shows 62% of customers choose a restaurant based on their commitment to the environment.

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Even if these numbers are a little exaggerated, the message is clear: going green equals more customers and more business.

Respectively, we see how the importance of the green branding is growing. As businesses understand that to generate the most value out of their efforts to go green, it’s not enough today to do the right thing, but you also need to know how to “sell” it to your customers.

Green branding is a difficult challenge (maybe with the exception of Mir Hussein Moussavi..), with growing demands of consumers for information and clarity on one hand and a reality where every day you have dozens of companies releasing new green initiatives, making it harder to differentiate yourself from others on the other hand. So how do you do it right? I decided it’s time to get an expert opinion, so I went straight to Orly Zeewy, a brand identity consultant and a fellow SBN member, who is an expert on green branding, to share some of insights on the issue.

Orly has 25 years of experience in design, marketing communication and brand strategy and development. Prior to starting a brand consulting practice in 2002, she was Senior Design Manager for The Vanguard Group. In addition to her consulting work, Orly is a teacher and speaker on brand related topics. She is and adjunct professor at Philadelphia University and a guest speaker for the Wharton International Communications Program. Orly is a visiting lecturer for the Masters program in Sustainable Design at The Engineering and Design Institute at Philadelphia University.