BrandDrive Asks: IS GREEN GOOD?

PHILADELPHIA--(Business Wire)--
Don`t try to fake your way to Green. That`s according to a recent post on
BrandDrive Rant by Steve DiNardo, principal of BrandDrive.

"It`s scary. Some sophisticated marketers think they can promote their brand as
`green` just because they recycle, encourage carpooling or use bio-degradable
inks," DiNardo said. "I`ve had a few significant global brands try and shift
their positioning to a `greener` platform, when they didn`t have enough to back
it up with."

While the number of companies claiming to be green has exploded in recent years,
the desire to cash-in on popular environmentalism has tempted many to
"greenwash" - the disingenuous spinning of products and policies as
environmentally friendly.

"People take it very seriously," DiNardo said. "You can really damage your brand
by trying to fake it in the green world."

Dozens of examples of companies labeled Greenwashers can be found online. Just
look at those excoriated on Webecoist.com and PRWatch.org and you`ll get the
idea.

For companies that truly want to commit to being environmentally friendly,
DiNardo has some advice: separate being responsible from being green.

"We all have a daily responsibility to be smart about the environment," DiNardo
said. "But that`s not enough to build a brand. Having a green brand takes an
enterprise-wide commitment, with significant investments in real estate,
employee education and support for environmentalism."

He adds that it`s really about being transparent and about making a true
commitment.

"Don`t try to be something that you`re not," DiNardo said. "If you really want
to be green, you have to build a corporate culture and business practices that
live it. Otherwise, you`re just looking for trouble."

To read and comment on greenness, or building a brand, please visit BrandDrive
Rant.

BrandDrive provides branding, business consulting and marketing support to
companies in a variety of industries including financial services, healthcare
and food and beverage. For further information, visit www.branddrive.net.

BrandDrive
Doug Barry, 215-689-4844

Copyright Business Wire 2009