BP - Brand, Business and Culture Misalignment

Branding is all about creating alignment of your company’s business processes with its corporate culture. British Petroleum (BP) provides a case in point of a brand that got way out front of its business process and culture to produce tremendous exposure to risk.

Earth Day - Top 25 “Green” Companies

By Robert Passikoff
Forty years after the first Earth Day, greater pressure is being applied to brands to address environmental problems along with the problems of dirty clothes, financial services, technology, and convenient, quick- serve meals.
Yes, more consumers hear the phrases “fuel-efficient,” “organic,” “energy-efficient,” “natural,” “green,” and “sustainable” more these days, consumers are on to all [...]

Why Boomers are the Greenest Generation

By Marti Barletta
You may think that Boomers “buy green” because they are “older shoppers” who are spending more time in the store, looking at packaging and reading product claims, which suggests you think of Boomers as retired people who have plenty of leisure time and nothing better to do than read that oh-so-fascinating package copy.
Think [...]

The ‘Green Mommy’ Ecosystem

by Dr. Mary Lou Roberts
Awhile ago I wrote a series about the ‘Mommy Ecosystem.’ The mommy blogs and communities constitute a vibrant extended community that marketers can monitor and reach through specialized advertising networks. I’ve also recognized that this particular ecosystem is becoming greener.
An article in the Baltimore Sun talks about the steps local parents [...]

How “Green” and a Bad Economy Influence A Woman’s Buying Path

by Andrea Learned
I just got back from the local natural grocery store with a bottle of bio-correct bleach, and it made me realize how significantly my personal shopping patterns have changed in the past, say, ten years. While I have long been a vegetable fan, I now take it a bit further, by trying [...]

Green Steps At Banana Republic: Lessons for All

by Andrea Learned
Women are much more likely to notice initiation and baby steps toward better service and more relevancy. Such things are simply a part of their more holistic buying minds. In relationships, for instance, women really do appreciate the garbage-taking-out and sock-picking-up efforts of their partners. In the consumer market, [...]