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The Gort Cloud : The Invisible Force Powering Today's Most Visible Green Brands - Richard Seireeni

The Gort Cloud

The Invisible Force Powering Today's Most Visible Green Brands

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"Green" has gone mainstream and, for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors?

Brand expert Richard Seireeni interviewed more than thirty eco-capitalists from a broad range of industries-home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. The collective experiences of leaders like Gary Hirshberg of Stonyfield Farms, Jeffrey Hollender of Seventh Generation, and the grandsons of soapmaker Dr. Bronner provide a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance.

Seireeni shows how green entrepreneurs leveraged their brands by successfully navigating the "Gort Cloud"-a term coined by the author to describe the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands.

Integrating the Gort Cloud into brand development and marketing strategies is critical to the success of any aspiring green brand. Creating a cause, building credibility, developing a simple and compelling message, identifying core customers and sales channels, deftly playing the green alternative media, and fending off second-to-market competitors are all required to build a green brand.

How these skills are put into practice will vary for each business, but Seireeni's research points toward a set of shared characteristics and basic tenets that every business can use to build a credible and successful green brand.

Marketing magic : Dr. Bronner's magic soap -- The consummate pitchman : Earth Friendly Moving -- Unfuckers united : the rise, fall, and resurrection of Nau Clothing -- Cleaning up in a crowded marketplace : Seventh Generation -- Building green : Michelle Kaufmann Designs and Green Key Real Estate -- Creating Green Street : Ecotrust, Portfolio 21 Investments, and ShoreBank Pacific -- Driving fast in the green lane : Tesla Motors, CalCars.org, Hymotion, and Southern California Edison -- Marketing your green expertise : Mohawk Fine Papers and Time Inc. -- Selling activism : Ben & Jerry's Homemade, Green Mountain Coffee Roasters, and Stonyfield Farm -- Sustainable living : Interface Inc. and YOLO Colorhouse -- Think big or go home : TerraCycle -- The ultimate gort cloud connector : energy : Southwest Windpower and Bonneville Environmental Foundation.

ISBN: 9781603581769
ISBN-10: 1603581766
Format: ePUB
Language: English
Number Of Pages: 320
Published: 12th May 2009