Next week, I'm giving a talk next week on Green Marketing, in Davos, Switzerland. Tonight I was reviewing the PowerPoint. And I was struck yet again by the big case study in my talk: a company that has been producing products from recycled paper for 60 years, but only bothered to tell anyone within the last decade.
What a marketing advantage they would have had, if they had made this commitment the centerpiece of their marketing--especially in the old days, when it was hard to find recycled paper goods at any price, and their pricepoint was competitive with non-recycled brands.
Instead, they actually went bankrupt before the turnaround management team rebranded the company and emphasized saving a million trees.
The lesson: if you're gong to do the right thing, harness the marketing leverage it gives you! This is something I discuss extensively in my eighth book, <a href="http://www.guerrillamarketinggoesgreen.com">Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet</a> (co-authored with Jay Conrad Levinson), BTW.