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May 18, 2007


True Religion Outlet

“Americans feel the need to take more action whether it’s through limiting our eco-footprint, embracing companies and brands practicing sustainability and eco-friendly practices, or limiting our energy consumption.”

Patrick Hanlon

Actually, Lance, none of the companies mentioned are clients. As the blog states, Penn, Schoen and Berland Associates, Inc. asked people who they thought were "green-conscious" companies. The companies listed may be included in my book, but only by coincidence. Green has always been a good idea.

Lance Winslow

I have indeed noticed that many of the examples in this list are also listed in your book Primal Branding. So, I assume they are clients and that they are great "green brands" because you noticed the obvious trend in the market place and have made sure that your clients do in fact, stay green in their marketing endeavors to make sure they fit the changing paradigm where consumers consistently choose green when pitted between two competitors? Would this be a fair assumption?


With the hype of green products and increased interest in ones carbon footprint, it can be seen as a USP to offer a greener product. A brand that favours environmental activities and supports green campaigns with be interpreted as a caring, trusted brand. It will send out the message that consumers embracing the brand will share similar characteristics, i.e. the consumer will support environmental activities and the reduction of their carbon foot print.

One time, green brands had associations of the countryside, hippies and upper/middle classes. Today, with the help of the media/government the issues are more mainstream and current trends are moving to save the planet.

Green is big business.


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