The Right Shade of Green...

The green marketing buzz has reached a roar, prompting all manner of marketing techniques. While the overall intent may be to increase market share and build brand, a poorly-crafted strategy can actually damage both. These green efforts can quickly take on a life of their own as marketing or communications departments charge ahead under the CEO's blessing.

Selecting the right shade of corporate green takes planning and a strategy that integrates a range of factors. But the very first step in any public pronouncement on greenness must start with the fundamentals, namely, a rock-solid environmental management system. Once this is accomplished, there are a number of tools to test whether a marketing plan is sound.

Click here for Richard MacLean's full article, 'Choosing the Right Shade of Green - Keeping your marketing programs in sync with the environment'.