On my way to work this morning I saw a big green logo in the window of a frame shop. The big green logo was to signify that the shop sold “Eco-Friendly Frames”.
Now it had never occurred to me that a picture frame would be anything other than eco-friendly. Wood, glass, some metal screws and wire. Plastic frames are not eco-friendly but then again I never really thought about it.
When the neighborhood frameshop has an eco-friendly logo, it’s a sign that green marketing has become a green monster.
Being green is important. And when only some brands are green then it may have some weight in the marketplace. At this point in time anyone who doesn’t already have some program to be associated with green is playing catch-up. At some point that sea of green becomes so omnipresent that it becomes invisible.
As the old saying goes, “it is necessary but not sufficient”. Companies need to go beyond the green logo. In needs to be baked into the overall narrative of the brand.
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