Browsing the "communications" Tag

Required Reading: Green Marketing 101

December 6th, 2012 | by Jennifer Kaplan

I recently came across the syllabus I put together for a graduate-level course in green marketing and communications and looking it over, it occurred to me that the materials included in the required reading list would outfit a nice library for anyone interested in learning about the topic


Keeping it Real: 7 Ways to Build a Lasting & Sustainable Business Brand

December 1st, 2011 | by Guest Contributor

How can businesses build a better brand? John Friedman points out seven ways companies, big and small can build a reputation that lasts. Companies spend thousands of dollars building their brands and defining their reputations – often using superlative terms. But as Socrates pointed out – actions speak louder than words. And when it comes to reputation- "The way to gain a good reputation is to endeavor to be what you desire to appear." How can you build a better, more effective brand


7 Steps to Tell Your Green Business Story in a Changing World

August 17th, 2011 | by Glenn Croston

Everybody loves a good story, but story telling isn’t just for bedtime and movies. Story telling is an essential skill for businesses of all colors, including the green ones. In the world of corporate communications and marketing, stories are used to sell without looking like we are selling. Green businesses are no different when it comes to marketing their business with stories, working their stories into their communications from social networking to ads to press releases to blogs. The good news is that green businesses have so many great stories to tell, stories about their commitment to building a better and brighter world through sustainability.


SC Johnson Withdraws "Greenlist" Logo- Lessons in Greenwashing

July 11th, 2011 | by Priti Ambani

SC Johnson will stop using the "Greenlist™" logo in its current form on Windex® products. The company has reached an agreement on two lawsuits regarding use of its logo and the parties have agreed to an undisclosed settlement. The Greenlist™ logo was intended to signify that the Windex® products had achieved the highest internal ratings according to the company's patented Greenlist™ process. The lawsuit resulted as plaintiffs opined that Greenlist™ was an internally developed process rather than that of a third-party and that the logo implied the products included environmentally friendly ingredients


Avoiding The Big Green Brush

March 14th, 2009 | by Buzz Chandler

Generally speaking, social entrepreneurs are not involved with greenwashing (at least not blatantly or intentionally). However, being an ecopreneurist does not automatically give you immunity from scrutiny. The fact that so many companies have jumped on to the green bandwagon has created an environment of skepticism among potential customers that any company claiming to be green must overcome



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