Alternative marketing thinking

iCONTRACT

Mother Earth a stake holder

Millward Brown’s Nigel Hollis has a series of posts on how environmental issues need to become the centre of any branding and marketing activity from here on. Too many brands we consume today, he writes, come with a large hidden cost that is not reflected in the price asked. That cost comes as carbon emissions, poor work and health standards, and environmental destruction. These are the “investments” that we all make in brands, even in brands that we don’t buy, or don’t buy directly. Nigel does not think that government intervention is the way out here. Many companies have had to rethink their ways when they were caught out on some embarrassing environmental issue. Now he wants companies to rethink everything. Like what the household cleaning brand Method is doing and winning. There are additional posts here and another on moving beyond platitudes here. Link to the Method site is here.

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