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Gort Cloud The Invisible Force Powering Today's Most Visible Green Brands

ISBN-10: 1603580611
ISBN-13: 9781603580618
Edition: 2009
List price: $24.95 Buy it from $2.59
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Description: "Green" has gone mainstream, and for many companies caring for the environment is not just a philosophy, its a marketing strategy. So how does a company thats genuinely committed to green principles differentiate itself from its greenwashing  More...

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Book details

List price: $24.95
Copyright year: 2009
Publisher: Chelsea Green Publishing
Publication date: 2/17/2009
Binding: Hardcover
Pages: 308
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.320
Language: English

"Green" has gone mainstream, and for many companies caring for the environment is not just a philosophy, its a marketing strategy. So how does a company thats genuinely committed to green principles differentiate itself from its greenwashing competitors? Brand expert Richard Seireeni interviewed more than 30 "eco-capitalists" from a broad range of industrieshome improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. The collective experience of leaders such as Gary Hirschberg of Stonyfield Farms, Jeffrey Hollander of Seventh Generation, and the grandsons of Dr. Bronner, as well as other green experts, are a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance. The result of these interviews is the "Gort Cloud"a term coined by the author that describes the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands. Integrating the Gort Cloud into brand development and marketing strategies is critical to the success of any aspiring green brand. This "green community" can supply technical assistance, venture capital, the first line of core customers, and tremendous echo effect in getting the word out quickly and inexpensively. Creating a cause, building credibility, developing a simple and compelling message, identifying core customers and sales channels, deftly playing the green alternative media, and fending off second-to-market competitors are all required to build a green brand. How these skills are put into practice will vary for each business, but Seireenis research points toward a set of shared characteristics and basic tenets that every business can use to build a credible and successful green brand.

Richard Seireeni is a 30-year veteran in brand consulting and marketing. He has been art director ofRolling Stonemagazine, creative director of Warner Bros. Records, and cocreative director of EnterpriseIG, New York. He has managed his own consulting business, The Brand Architect Group (www.brandarchitect.com), in Los Angeles since 1984, with affiliated offices in Tokyo and Shanghai. Seireeni graduated from the University of Washington School of Architecture and is a member of the US Green Building Council. Seireeni lives in Los Angeles, California, with his wife and two children.

Introduction: The Gort Cloud?
An Interdependent Community of Green Businesses and Their Customers
The Rise of the Ecopreneur
Visualizing a Network of Shared Interests
The Case Studies
Marketing Magic: Dr. Bronner's Magic Soap
The Consummate Pitchman: Earth Friendly Moving
Unfuckers United: The Rise, Fall, and Resurrection of Nau Clothing
Cleaning Up in a Crowded Marketplace: Seventh Generation
Building Green: Michelle Kaufmann Designs and Green Key Real Estate
Creating Green Street: Ecotrust, Portfolio 21 Investments, and ShoreBank Pacific
Driving Fast in the Green Lane: Tesla Motors, CalCars.org, Hymotion, and Southern California Edison
Marketing Your Green Expertise: Mohawk Fine Papers and Time Inc
Selling Activism: Ben Jerry's Homemade, Green Mountain Coffee Roasters, and Stonyfield Farm
Sustainable Living: Interface Inc. and YOLO Colorhouse
Think Big or Go Home: TerraCycle
The Ultimate Gort Cloud Connector: Energy: Southwest Windpower and Bonneville Environmental Foundation
Ten Key Observations for Successfully Building a Green Brand
A Passion for Community
Notes
Acknowledgments

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