Going Green Good for the Brand

Listen to our featured Those Branding Guys radio show podcast: Shel Horowitz Being Green and Profitability

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Those Branding Guys, we discussed how being a green business is good for your brand.

Joining us on air was Shel Horowitz, green business profitability expert, speaker, columnist, marketing consultant and author. He has been embracing green since the 1970s and was the first business ever to achieve gold level certification from Green America, lending credibility to his own brand.

As a green profitability expert, Horowitz focuses his work on businesses that are moving toward being more eco-friendly and assists them to reach their desired audience. Glover expanded that green puts a brand in a favorable light with customers.

In his new book, Guerrilla Marketing Goes Green, Horowitz discusses how being green and profitable do go together. Expense can be lower when switching to more efficient products such as LED bulbs and printers that can print on both sides of the paper. Further, sharing your company’s sense of social responsibility allows you to connect with customers’ values and enhances your ability to complete against larger, better funded companies.

Horowitz shares that the most important element for any business desiring to start being green is changing their mindset. Common errors of companies as the begin moving toward green include insufficient research around changes that appear green but may in fact not been as beneficial as at first glance as well as switching to a green product without having a process in place to collect and recycle it.

Horowitz predicts that businesses that do not decrease their impact on the environment will become less profitable in the coming years because they will be diverging from what is meaningful to customers. These individuals will find new companies who better align with their socially conscious mindset.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2014 Once a Day Marketing™. All rights reserved.

Filed in: 7Ps of Marketing • Knowledge • Positioning (Bonus)