14 Apr '11, 10pm

Launching a Green Product? Don't Forget the Brand

Launching a Green Product? Don't Forget the Brand

A strong brand is a vital asset in a world of clutter and commodity. Consumers are flooded with choice, and have no way to sample each product in a category before choosing. Brands are shorthand. They make it easier to find the right product faster. What's funny is that the right product may be the same in composition as the wrong product. Consider the Mazda B-Series truck and the Ford Ranger. They're essentially the same truck, but carry brand cargo that couldn't be more different. Just try telling Ford fans they're driving a Mazda. So we all understand that brands are vital. But particularly in the world of green startups, innovators seem to rely excessively on consumers understanding the virtue of their product without providing brand shorthand. Do you really believe consumers will take the time? Early Adopters Buy Belief Early adopters are the consumers most likely to ...

Full article: http://www.greenbiz.com/blog/2011/04/14/launching-green-p...

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