Posts tagged as:

positioning

Sustainable Brands Boot Camp report: Green marketing done right

02.17.2010
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Last Friday’s Sustainable Brands Boot Camp session* focused on green marketing. My favorite green marketer, Jacquie Ottman, gave her version of green marketing done right.
Though my post-modern self would prefer to say “successfully” or “effectively” instead of “right”, Jacquie’s version of green marketing follows the basic rules of marketing regardless of its hue:

Get the product [...]

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Review: Being first beats being best

01.29.2010
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What if there were a way to reduce your costs, increase value for buyers, and make your competition irrelevant all at the same time? There is and it’s called the blue ocean strategy: it accomplishes all of the above by “opening up a new and uncontested market space”. Blue Ocean Strategy outlines how to get [...]

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Eco-labeling vs. greenmuting: What’s right for you?

01.13.2010
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A while ago someone asked me whether my business card was printed on recycled paper. Yes, it is, I replied. Why, then, the response went, is there nowhere on my card a corresponding symbol to be seen? And, What if, when deciding whether to keep the card or do business with my company, a prospect [...]

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Green as a luxury? Premium pricing and conspicuous consumption

12.14.2009

A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead decide with their pocketbook based on price and value. In other words, green* is a luxury these days, for homes and I suspect for many [...]

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Objections? Play into them!

12.08.2009

It happens: something about you or your product raises eyebrows, turns noses, or raises other objections. There are a number of ways to overcome objections (interestingly, online articles on overcoming objections typically relate to network marketing). I believe the best way to overcoming objections to your self, your product, or your company is to play [...]

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Positioning from the systems-thinking perspective

12.03.2009

Positioning = “the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization; relative competitive comparison their product occupies in a given market as perceived by the target market” –Branding Strategy Insider
Systems thinking = “an understanding of a system by examining [...]

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Applying the product evolution model to sustainable marketing

11.16.2009

Your sustainable brand’s “green” product competes within a product category, like household cleaners, interior paint, or iced tea. Each brand in your category differentiates its product differently as it passes through its life cycle; you are likely to emphasize your product’s low environmental impact or health benefits.
Competition between individual products is just one part of [...]

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What do you care about? On communicating community involvement

10.28.2009

“People don’t care how much you know until they know how much you care.” —Theodore Roosevelt
Alice Tang used this quote in her question at yesterday’s Entrepreneurs Foundation of the Northwest luncheon workshop “Maximizing the impact of your community involvement through PR”. I co-presented with Renee Spears from Rose City Mortgage Specialists, who provided the case [...]

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How Walmart makes your business more sustainable

10.20.2009

That’s right. Walmart and its kind can make your business more sustainable. In fact, it already has.
Before you determine who you are as a business, you need to know who you are not. Research and analyze your competition and their positions in your customers’ minds – that’s who you don’t want to be. If you’re [...]

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