Jacquie Ottman's
Green marketing Blog
CFLs: It Takes a Team to Market a Lightbulb
Posted on July 16, 2008 by assistant
CFLs have become the quintessential example of a mainstream green product. As proof, as of October of 2007, Wal-Mart announced that it had surpassed its goal of selling 100 million CFLs by the end of 2007, three months ahead of time. However, this accomplishment was not so easily attained. The current success of CFLs is due to the innovation and commitment of a virtual “village” of manufacturers, designers, and marketers.
Remember those early CFLs? Too many consumers were reluctant to pay $15 versus 75 cents for an incandescent, despite …Read more...
Sustainable Branding in the 21st Century
Posted on June 05, 2008 by Jacquelyn Ottman
Just got back from the Sustainable Brands 08 Conference, in Monterey, California. Over 550 people gathered to hear about the latest trends, see the leaders in sustainability speak, and learn about new tools to conduct their business in a better way.
I had the honor of keynoting the conference. Several of the points I made were iterated by many of the speakers and by participants via their insightful questions from the floor. So there's a lot of consensus out there about what …Read more...
What Green Marketers Can Learn from Prius’ Success
Posted on March 30, 2008 by Jacquelyn Ottman
Hardly a week goes by without Toyota’s Prius making green marketing headlines. Let's take a step back and analyze why this product has been so wildly successful, attracting a broad swath of consumers — and not just deep-green ones — like a powerful magnet, all the while creating a new definition of automotive cool. By Jacquelyn Ottman
Let’s start with the car itself. Its distinctive styling and unique silhouette acted as a moving billboard for the new technology. Inside, passengers get all the creature comforts they expect from pricier vehicles …Read more...
