Green Options

Yesterday, Chrysler/Fiat’s new CEO Sergio Marchionne presented the 5-year business plan he hopes will save Chrysler, and bring Fiat back to the US market for the first time in nearly 30 years. The company presented its plan during a live, seven-hour-long marathon webcast, which was notable for two things: first, a virtually unprecedented willingness to discuss future product, and, second, the conspicuous absence of New Chrysler’s much-ballyhooed ENVI electric-vehicle division.

What happened to the Dodge EV? Can we expect some innovative green tech from Marchionne’s new Dodge product future? The depressing reality, after the jump.

In my work in Corporate Social Responsibility and sustainable business, Whole Foods has always been a company to benchmark against.  They were one of the first major retailers to offset 100% of their energy use with wind energy credits; voluntarily stop using plastic bags company-wide; join the Non-GMO Project’s Product Verification Program; and develop a certification program, the Whole Trade Guarantee, in partnership with non-profits.  Plus, the company has received a plethora of sustainability and environmental awards and recognition.  So I was just wondering…with a track record like that, can a renegade CEO damage the company’s brand reputation as a socially responsible company?  Well, John Mackey, co-founder and chief executive of Whole Foods, is sure giving it the old college try.

Green Printer speaks with Sigrid Albert, Principal and Art Director of StepUp Communications, a company that focuses on creative services for internal communications.

A post by contributing writer Melissa Chungfat.

Some of your clients integrate sustainability in their business. What advice would you give to green start-up businesses in terms of identity and design?

Having a clear vision and direction for your company is the first step. From there, you can create your visual identity. Green businesses already have clear values to communicate, which makes it easier to design for them. Their visual identity should reflect what the business does and the best thing is for them to follow through with their promise. Be clear about what your strengths are and the direction your business is going, and designers can help with that process.

To some degree none of us know what role we will individually play in our march toward a low carbon economy, yet there are signals locally and globally that the carbon market may ultimately have significant influence in our daily choices.

Very rarely do brands get it right when inserting themselves into historic moments in time. Brand-building generally only works around events where advertising is expected and even then it is, at best, tolerated as part of the environment.

alex\’s lemonade standEngineers will tell you that marketing is not necessary. They will say that it doesn’t matter what you call it - functional products that fill a need will sell themselves. In fact Microsoft takes that concept to a whole new level by professing smart technology - via virtue of its functionality - will sell itself (and in Microsoft’s case, despite the marketing!)

Growing a successful brand is much like growing a garden. The more you put into it, the more you get out of it.

When it comes to branding a green business, it’s becoming harder and harder to stand out in a sea of companies claiming to have green products and ethical practices. While it’s wonderful that green is going mainstream, it makes good, original branding even more important for green businesses.

How do you set your business apart and attract new customers in a competitive marketplace? You work on your image, your public face, and your reputation. In a word, your brand.