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As more companies look to reposition their brand as green or environmentally friendly the need for sound strategy becomes vital to success. True of any brand promise, and that is what a green position is, a promise, consumers look for verification and are quick to dismiss any poser brand.
The 3 R's of green are Reduce, Recycle and Reuse,
but before making any claim to be you must first define what you mean by green. For example does your product or service reduce energy requirements for the user such as an Energy Star™ appliance, or a new form of home insulation? Is it made from sustainable materials such as bamboo or organic cotton? Can your product be recycled or reused maybe even for a different purpose? Is it made from all natural ingredients or chemical free? There are many forms for green emerging, but defining what green means to your brand is the first step in acheiving that position.
Next your brand must go beyond the green basics, you find must new ways to conserve energy, reduce materials, educate employees and consumers and start movement forward. Once you start there is no going back. Consumers are watching very closely and will reject or lose faith in brands that oversell and under deliver on a green initiative.
Companies are working to reposition current products, modify
existing processes and materials, and innovate new directions. So again we ask, what is your strategy?
At Stucky Design we are helping companies define their green strategy and look beyond a trend into a healthy way of doing business. Going green can also make their bottom line healthier by reducing energy costs and by building strong green brand relationships wihth consumers.
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Here are few questions that may help define your strategy and green position:
• What makes your product or service green?
• Have you taken steps to reduce energy uses in
• manufacturing
• shipping
• packaging
• Can the packaging be reduced, eliminated, or
have other uses?
• Is the manufacturing process having a negative
impact on the environment?
• Emissions, water quality, soil
• Are scraps able to be recycled or reused
• Are the product materials sustainable?
• Do the product materials or manufacturing process
require any dangerous chemicals or hazordous
materials?
• What does the consumer do with the product when
they are done using it?
• Can the product be recycled or upcycled?
• Will the product put chemicals into the landfill?
• Will the product break down in a landfill?
• Are you taking steps beyond your products and
services to reduce, recycle, reuse?
• Are there any toxic elements of the product or
packaging?
• Is the product manufactured in a country that has
environmental standards?
• Will the consumer perceive our actions as green?
• Can you market the product with less paper, energy
use, or environmental impact?
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