ECO-BRANDING
the myth and the meaning
(overview)
Charlotte Halliday
www.noble-ox.com
@nobleoxtales
Eco-branding - the meaning?
Eco-Branding: Differentiation based on product environmental attributes
Marketing differentiation based on environmental attributes of products constitutes
the most visible (for the customers) and thus straightforward strategy.
Is this really the meaning? Is this the best we can do?
‘Branding’, let alone ‘eco-branding’, remains a misunderstood and mistrusted words in any sector. So,
understandably, eco-branding myths and bandwagons are a plenty, as organisations rush to push their
green credentials to increasingly informed and often cynical consumers.
Let’s consider examples of what some would call the Eco-bandwagon.
So if you do mean it, where do you start?
Today, you will leave with some reassurance and relief that Eco-branding is within reach. The approach we
share has the added benefit of strengthening your overall definition and uniting your team along the way.
This session will outline the process and, hopefully, set the scene to help you get the most from the key
speakers this afternoon.
Next steps
In the final session today, we will start the ball rolling to define your organisation.
We will also look at ways in which you can take the process back into your workplace.