Creating a green brandscape

Presented by Omondi Abudho, Creative PartnerScanad Kenya

What’s a Brand?What makes great brandsFew points to note when communicating about your brand or productWhat makes great green brands?Sins of greenwashingHow can we make green marketing betterWhy green brands are good for business.

Presentation Content

What’s a Brand?

Important but not a brand...

THESE FEATURES ARE THE TANGIBLE EXECUTION OF A BRAND

Name Logo

ProductMascot

TrademarkByline

Mission statement

Instead its more about...

ITS CRITICAL TO LOOK AT AND INVEST IN THE BIGGER PICTURE

Living entity Manufactured story

PhilosophyPerspective

BeliefCustomer conversationMomentum rooted in passion

Coca-Cola believes the world would be a better place if we saw the glass as half full, not half empty.

Dove believes the world would be a better place if women were allowed to feel good about themselves.

Louis Vuitton believes the world would be a better place if welived it as an exceptional journey.

Societal challanges Brand’s Unique Selling Point

CulturalTension

Brand’s best self

The Big IdeaL

THIS IS A BRAND’S BIG IDEAL

What makes great brands?

MAKE PROMISE

COMMUNICATE PROMISEREVISIT AND ITERATE

DELIVER ON PROMISE

1. Take a Stand

It’s crucial to take a stand as a company, and it’s a promise or differentiator that is the foundation for everything you do with your brand. Your team, your products, and your assets should all magnetically tie back to this promise. What is your company passionate about?

2. Shout your promise from the rooftops

Communicating your promise in a beautiful, effective way is what enables you to begin to build your tribe of brand advocates. Delight them by providing them with content that is shareable and effectively relays your brand’s promise.

3. Don’t just talk; do

After you’ve promised people something, it’s important to deliver on that promise. You must make sure that brand promise is consistently delivered so it’s believed; only then will it be shared on your behalf. No great logo or byline can outweigh the importance of doing what your company promised it would do for its users.

JUST DO IT!

4. Revisit and evolve

Great brands grow as their markets shift. Revisiting how you are promising something to a market and tweaking as needed is a vital part of building a brand. For the brand to last decades, it must resonate with new audiences, yet always come back to that “moment of passion” that resonates with the brand’s promise.

Few points to note when communicating about your brand or product.

RELEVANT BRAND ATTRIBUTES RESONATE STRONGLYNeuroscientific PrincipleWhen creative execution is well aligned with the implicit messages communicated within—including brand/product attributes--the neurological bond made between theadvertising and the brand/product is strengthened

VISUALIZE PRODUCT ATTRIBUTESNeuroscientific PrincipleVisual elements that provide additional, unspoken information can be readily assimilated by the subconscious, enhancing the effectiveness of attribute communication

STICK TO THE STORYLINENeuroscientific PrincipleThe brain is powerfully drawn to stories. But unexpected interruptions demand additional processing resources, causing a decline in fluency and therefore overall effectiveness

MULTIPLE MESSAGES SUBTRACT STRENGTHNeuroscientific PrincipleThe brain is designed for maximum functional efficiency; delivering multiple simultaneous messages can overwhelm cognitive processing capabilities, decreasing overallmessaging effectiveness

ACTION ATTRACTSNeuroscientific PrincipleThe brain is built to notice and respond to motion as a top priority (a survival mechanism for early man which persists today)

CLOCKWISE IS WISENeuroscientific PrincipleMost brains are fundamentally oriented to prefer a clockwise direction in visual presentations

SUMMARY: Five practices of great brands

• Continually deliver on the brand promise

• Posses superior products, services and technologies

• Own a distinct position and deliver a unique customer experience

• Focus on ‘internal’ branding

• Improve and innovate

What makes great green brands?

When you create a green brand it means that over and above your other brand promises, you are promising your consumer

a brand that is able to conserve an ecological balance by avoiding or reducing the depletion of natural resources...

got green?

And considering the fact that great brands keep their promises and follow

through, do not commit the Sins of Greenwashing

What makes great green brands?

Source: http://sinsofgreenwashing.org

Sins of Greenwashing

Committed by suggesting a product is “green” based on an unreasonably narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, including energy, greenhouse gas emissions, and water and air pollution, may be equally or more significant.

Sin of the hidden trade-off

Committed by an environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are tissue products that claim various percentages of post-consumer recycled content without providing any evidence.

Sin of no proof

Committed by every claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. “All-natural” is an example. Arsenic, uranium, and mercury are all naturally occurring, and poisonous. “All natural” isn’t necessarily “green”.

Sin of Vagueness

Committed by making an environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. “CFC-free” is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.

Sin of irrelevance

Committed by claims that may be true withinthe product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes might be an example of this category, as might be fuel-efficient sport-utility vehicles.

Sin of lesser of two evils

The least frequent Sin, is committeed by making environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.

Sin of Fibbing

The Sin of Worshiping False Labels is committed by a product that, through either words or images, gives the impression of third-party endorsement where no such endorsement actually exists; fake labels, in other words.

Sin of Worshiping False Labels

How can we make green marketing better

Green Marketing Matrix by John GrantAccording to John Grant’s book Green Marketing Manifesto, you have 9 different angle points to find the right strategy.

Green(Push Standards)

(Framing vs Pointing) (Educate vs Evangelise) (Social Production vs Property)

(Eco labels vs Cause related) (Exclusive vs Inclusive) (Tradition vs New cool)

(Less vs More) (Switch vs Cut) (Treasure vs Share)

Set an example

Credible Partner Trial Brands Trojan Horse

Market a benefit Change Usage Challenge consuming

Develop the market New business concepts(Trust)

(Belief)

(Perfomance)

(Share resposibility) (reinvent business)

Company

Brand

Product

Greener Greenest

Set and example

vs

Point to the resultsFrame your corporate ambitions

Credible Partners

vs

Get a cause related partnerReinforce your sustainable credentials with a Third Party

Market Benefit

vs

What you do moreMatch the consumerbenefit with the sustainable

benefit by saying what you do less

Develop the market

vs

Evangelize to growEducate people to realize awarenessand context for your product

Connect to a tribe

vs

Be exclusive by portraying aparticular attractive lifestyle

Be inclusive by being empathicand caring for a certain audience

Change usage

vs

Cut usageYou can promote to switch

New business models

vs

Turn a public service intopersonal property

You can source a solutionfrom the collaborating people:

Social Production

Trojan horse

vs

Use what everyone is getting into;the fashionable - new cool

You can use cozy and familiarideas of traditional culture

Challenge consumption

vs

Get people to treasure a product and use it longer

Get people to own lessand share/rent more

Why green brands are good for business

of consumers would switch to brands if given a more ethical alternative25%

Source: Harvard Business Review, 20 counter-culture breakthroughs

In short, what began as an initiative to improve our planet's health has evolved into a means of boosting profit margins. These efforts can offer significant benefits to businesses by:

Reducing the amount of energy used by data centers and point of sale (POS) terminals, lowering carbon emissions and slashing operating costs.

Optimizing the supply chain, which helps reduce waste, increase flexibility and tighten control of product delivery and demand-response time.

Migrating to green infrastructure, which provides an opportunity to re-evaluate operations for improved efficiency and to help locate surplus expenses.

Implementing green operations that can improve compliance with government regulations—now and in the future.

Source: IBM, Green retail: saving the planet can save on costs

Thanks for your patience