Review: “Designing B2B Brands” for Green marketing communications

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Branding lessons from Deloitte and 195,000 brand managers, by Carlos Martinez Onaindia & Brian Resnick.

HOW Magazine introduced us to this 2013 book published by John Wiley & Sons, Inc., it’s about Deloitte’s branding and its implementation throughout the organization. We saw an ad on HOW’s website.

Carlos Martinez Onaindia & Brian Resnick worked for Deloitte while writing the book.

Hubspot included Deloitte and GE websites in one of its promotional blog posts and we recognize them as a good examples of industrial marketing communications design. It’s great news that we can go into more detail with one of our choices.

Green Marketing – How to make your plant LEED Platinum Certified.

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Volkswagen ‘Greened’ its Chattanooga Assembly Plant

A recent visit to CASTEXPO 2013 in St. Louis encouraged us to investigate what it would take to make a foundry LEED Platinum. A VW ad on 60 Minutes gave us the inspiration.

From the VW press release, “Volkswagen’s Chattanooga manufacturing plant has received a platinum certification from the U.S. Green Building Council’s (USGBC) Leadership in Energy and Environmental Design (LEED®) green building certification program. The facility is the first and only automotive manufacturing plant in the world to receive the Platinum certification.”

With planning and a corporate education plan, high levels of Leadership in Energy and Environmental Design (LEED) can be achieved. LEED was created by the U.S. Green Building Council (USGBC) in 1993 to encourage sustainable building practices. The USGBC is a non-governmental organization. It has become accepted as the sustainable building certification standard by the U.S. Government. All government buildings are required to be LEED Certified. LEED is based on a 100-credit system and broken up into five categories: Sustainable Sites, Water Efficiency, Energy and Atmosphere, Materials and Resources, and Indoor Environment Quality.

How to Create Green Building Marketing Communications

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Green Building products and services marketing communications are more educational and brand focused. The marketing cycle stages are the same: audience, investigation, comparison, negotiation, sales and follow up. The Green Building movement has a passion and an involvement which is shaping the industry. The people that are receptive to Green marketing believe that Green products and services are better than others. Consumers select the standard that they believe in: The U.S. Green Building Council, Environmental Protection Agency (EPA) with their product certifications, Department of Energy (DOE) with their Energy Star Certifications and many other organizations are being adopted as trusted brands by the public.