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The GORT Cloud: The Invisible Force Powering Todayy[[
     

The GORT Cloud: The Invisible Force Powering Todayy[[

by Richard Seireeni, Scott Fields
 

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"Green" has gone mainstream and, for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors?

Brand expert Richard Seireeni interviewed more than thirty eco-capitalists from a broad range of industries

Overview

"Green" has gone mainstream and, for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors?

Brand expert Richard Seireeni interviewed more than thirty eco-capitalists from a broad range of industries-home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. The collective experiences of leaders like Gary Hirshberg of Stonyfield Farms, Jeffrey Hollender of Seventh Generation, and the grandsons of soapmaker Dr. Bronner provide a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance.

Seireeni shows how green entrepreneurs leveraged their brands by successfully navigating the "Gort Cloud"-a term coined by the author to describe the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands.

Integrating the Gort Cloud into brand development and marketing strategies is critical to the success of any aspiring green brand. Creating a cause, building credibility, developing a simple and compelling message, identifying core customers and sales channels, deftly playing the green alternative media, and fending off second-to-market competitors are all required to build a green brand.

How these skills are put into practice will vary for each business, but Seireeni's research points toward a set of shared characteristics and basic tenets that every business can use to build a credible and successful green brand.

Editorial Reviews

From the Publisher

"Seireeni's clear thinking and compelling examples will prove valuable for anyone looking to make hay in the growing green movement."--Publishers Weekly

Publishers Weekly
In this detailed market report, veteran brand consultant and creative executive Seireeni maps out the network of experts, activists, tastemakers, special interests, consumers and others who guide the fate of rapidly proliferating "green" businesses. Meting their influence online in clusters of similarly-concerned Web sites, these disparate sources of opinion and information-from government organizations to bloggers to green shopping sites-form a "simultaneous source of credibility, endorsement, and echo effect" for an ever-growing audience. In 12 case studies, Seireeni examines the cloud's make-or-break abilities, particularly to reject, fairly or not, claims of eco-utility as "greenwashing"-as happened to the Swiffer disposable mop in 2007, when "people simply weren't buying the trade-off between less water use and more landfill waste." Seireeni's focus is on "exactly how others have built green brands" with loyal followings; among others, he covers Seventh Generation cleaning supplies, Tesla Motors electric cars, Stonyfield Farm dairy, the financial institutes "creating Green Street," and Southwest Windpower. Though textbook-like in style, Seireeni's clear thinking and compelling examples will prove valuable for anyone looking to make hay in the growing green movement.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Details

ISBN-13:
9781603580618
Publisher:
Chelsea Green Publishing
Publication date:
02/17/2009
Pages:
308
Product dimensions:
6.10(w) x 9.00(h) x 1.40(d)

Meet the Author

Richard Seireeni is a 30-year veteran in brand consulting and marketing. He has been art director of Rolling Stone magazine, creative director of Warner Bros. Records, and cocreative director of EnterpriseIG, New York. He has managed his own consulting business, The Brand Architect Group (www.brandarchitect.com), in Los Angeles since 1984, with affiliated offices in Tokyo and Shanghai. Seireeni graduated from the University of Washington School of Architecture and is a member of the US Green Building Council. Seireeni lives in Los Angeles, California, with his wife and two children.

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