Friday, 28 September 2007
Here are some new threads I'll be developing over the next week or so. Posting them to get early input:
The standard surveys of the green marketing opportunity indicate a rising tide, but fail to pinpoint the opportunities. Like all 'trend' thinking its telling us about a drift but what creates progress and feeds real brand development is much sharper local insights and ideas. In evolutionary terms general shifts in conditions favour specific innovations that define success. Dont think about the rock pool (ads with green themes) think about the specific new niches and advantages.
The general model of association doesnt cut it with green issues. Green is a factual evaluation, its not about a general quality which rubs off (like 'cool' or 'traditional'). Green sponsorship in general just turns a green searchlight on the brand; if you are green already, or not green already, the result is confirmation but little movement. Sharper sponsorship stratgeies called for:
- advancing an agenda; eg heating accounts for 80% of domestic energy use (hence get a new boiler)
- education; content equiping people to make better decisions and appreciate your lead
- demonstrating your vision/value add by improving something with your involvement
- building a relationship with an opinion forming niche
- supporting a platform which you can learn from and on which you can build
3. digital and sustainability
There is a shared thought style, a way of thinking about flows, connections, efficiencies and so on which make green and digital natural bedfellows. Both about doing, utility, community, co-operation, authenticity, new business concepts etc.