Why green marketing won't help your brand

09/27/2011 | GreenBiz.com

Marketing products as green is a no-win proposition, says marketing consultant Laura Ries, since consumers simply don't care enough about the environment to pay extra for eco-friendly products. Just as low-calorie sodas have had to find alternatives to "diet" branding, eco-friendly brands need to find a new way of pitching themselves. "To do that, work green into the message, but also remember to build a strong brand," Ries advises.

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