2. The Green Business Network Our mission is to work with businesses everywhere to grow a green economy that’s good for people and the planet. We are a vibrant community of over 4,000 businesses committed to creating a better world.

3. Green America’s Green Business & Green Economy Programs: Green Business Network Business Seal Of Approval National Green Pages Green Festivals Green America Exchange Green Business Seminars Business Advertising Guides Consumer and Investor Outreach Corporate Responsibility Programs Ask Green America

4. GreenPages.orgNew Site, New Features! GreenPages.org has a brand new look and many exciting new features – all designed to bring you more customers. NEW Showcase Listings let you add graphics, videos, coupons and more! All Approved Members: Can upgrade to Showcase Listing for 50% off for the next 90 days Visit your current listing at www.greenpages.org/listing/ Call or email Sandy to learn more – sandy@greenamerica.org Need help? support@greenpages.org

7. Interactive digital publications with clickable links in advertising to your website, video, Facebook etc.

8. The Green America blog

9. Ask Green America green living resource

11. Introducing Susan Bierzychudek Founder and Executive Director Green Ideals Branding & Marketing Group www.greenidealsgroup.com

14. Market erosion: sales based on lowest common denominator © Green Ideals Group 2011

20. Meaning

22. Michael Phelps

27. Brand Attributes vs. Benefits: We have ___ vs. you need/want/care about ___ We make/sell/market this… Our product/service is important to you because… Meaning © Green Ideals Group 2011

29. Story provides the emotional context … the “because”

32. © Green Ideals Group 2011

33. Authentic: -transparency - credibility (show me) - honesty (no second chances) - free of exaggeration (no greenwashing) - simple, human language (no industry jargon) © Green Ideals Group 2011

34. Emotional: -audience engagement - shared values - audience needs rather than seller’s wares - invitation to join community/culture - participation in something larger than oneself © Green Ideals Group 2011

35. Consistent: -audience definition - visual - verbal (voice and tone) - experiential - expectations - every possible point of audience contact © Green Ideals Group 2011

36. Stuff into Story Decisions are based on emotion © Green Ideals Group 2011

37. Emotion provides context & relevance Stuff into Story Decisions are based on emotion © Green Ideals Group 2011

38. Relevance = shared values; invites experience Emotion provides context & relevance Stuff into Story Decisions are based on emotion © Green Ideals Group 2011

39. Relevance = shared values; invites experience Emotion provides context & relevance Experience builds expectations Stuff into Story Decisions are based on emotion © Green Ideals Group 2011

40. Relevance = shared values; invites experience Emotion provides context & relevance Experience builds expectations Stuff into Story Decisions are based on emotion Shared values build trust © Green Ideals Group 2011

41. Relevance = shared values; invites experience Emotion provides context & relevance Experience builds expectations Stuff into Story Decisions are based on emotion Shared values build trust Trust builds brand loyalty © Green Ideals Group 2011

44. Attributes are translated into audience “care abouts:” - generations of small family farmers = trust - pure, fresh air, etc. = authenticity - unprecedented standards = consistency - best possible tools = invitation to our brand culture / community © Green Ideals Group 2011

50. Stuff is transformed into story © Green Ideals Group 2011

51. “We never used our website as a sales tool before--now it’s the first place we send people, because it shows who we are so well, capturing our spirit and our values.” © Green Ideals Group 2011

52. “The new brand has provided a focal point for aligning our efforts internally.” © Green Ideals Group 2011

53. “We didn’t realize what a tremendous difference it would make to be seen differently by not just our customers, but our suppliers.” © Green Ideals Group 2011

56. Attributes are translated into audience “care abouts:” - game-changing technology = trust/credentials - professional expertise/teaching = authenticity - highest quality, reliable product = consistency - global resources & supply = invitation to our brand culture / community © Green Ideals Group 2011

57. Visual language: Upscale, professional, consistent, reliable

61. Stuff is transformed into story © Green Ideals Group 2011

62. “I’d reached the point where I hoped people wouldn’t visit our website—now I’m extremely proud of it and send people there daily.” © Green Ideals Group 2011

65. Attributes are translated into audience “care abouts:” - smarter, cleaner choices = shared values - 100% recycled products that work = trust - saving PET bottles from landfills = authenticity - energizing American workforce = invitation to our brand culture / community © Green Ideals Group 2011

69. Stuff is transformed into story © Green Ideals Group 2011

70. Speaks to a lifestyle choice rather than a product purchase. © Green Ideals Group 2011

73. Environmental campaign: Our Common Waters

75. Support legislation to protect environment, bicyclists, pedestrians

77. Supporting peace, equality, the environment and human rights

79. © Green Ideals Group 2011

80. Re-frame your topline communication All major stakeholders collaborate to determine: What we do—tangible and emotional benefits Who is our audience—what do they care about? Best practices in our marketplace—what can we learn? © Green Ideals Group 2011

81. 3 Major Branding Traps Ego—”I like it” vs. effective brand communication Control—Trust + freedom = your agency’s best work Undervaluing the importance of branding—at least as important as physical or intellectual resources © Green Ideals Group 2011

82. © Green Ideals Group 2011

83. Green Ideals makes sustainable brands memorable.