WARNING:

Marketers:

Today everyone is “green”. Now this positioning is in vogue and it’s well succeeded. But, being ecologic is no more a strategy but a need. These times will pass: it’s the moment to think in what will come next; which is the next strategy.

Today, all brands are “green”. There is no more difference between brands. Respect the environment is no longer an innovation: all brands like all citizens should protect the environment. It’s a duty! I’m looking for a job and when I have an appointment, I don’t say that I pay attention to lights, water, or I take the public transports and I separate garbage. That’s normal; it’s what I should do as citizen. For brands is the same: they should respect environment by nature; it should be an acquired point for society and no longer a brand positioning. Furthermore, when all brands have the same positioning. Positioning should be to differentiate! If you want to differentiate your brand you should go out from this vogue.

So, what can brands do to differentiate them?
Brands should specialise their “green” positioning by finding a new perspective or they can just consolidate this vision between consumers and start thinking in the next step.

If you don’t do it, some one will do it before you.

Also posted on bsofb.blogspot.com