Tag: Tesla
Tuesday, 31 March 2015
Why marketers must refocus their eco brand strategies
I see and hear it all the time. “Our eco product just doesn’t sell as well as our normal brands” and “people are just not that into buying eco products”.
Comments like this just confirm that the marketer (and the company) are treating eco brands as ‘brand extensions’ the way Coke treats its Zero and Diet products. But eco, green or ethical products cannot be treated in this way. Coke’s eco plastic bottles still contain a beverage with a long list of health impacts – and people looking for healthy, sustainable alternatives will never reach for a bottled soft drink.
Comments like this just confirm that the marketer (and the company) are treating eco brands as ‘brand extensions’ the way Coke treats its Zero and Diet products. But eco, green or ethical products cannot be treated in this way. Coke’s eco plastic bottles still contain a beverage with a long list of health impacts – and people looking for healthy, sustainable alternatives will never reach for a bottled soft drink.
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Marketing