Young or old, the CIO is an absolute target for many brands. The CIOs of the largest organizations are a tier one target and especially when it comes to application purchasing. How they consume and use information during a complex sales cycle is obviously a secret sauce we all want to know. As cloud computing becomes an ever more present reality tapping into their thoughts and brand beliefs will be absolutely critical.
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Read no further if you are the following brands as the news is not good: Lenovo, Cisco, Nokia, Acer, NEC, Toshiba, Samsung and Symantec. We measured against two separate audiences which brands were seen as green. Look at the simple chart below to see if your brand is either good in consumer’s minds or BtB technology influencer’s minds in the US.
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We all remember the fable of the emperor’s new clothes. It never really existed but both parties, the populace – frightened to say it was not there - combined with the emperor’s ego, meant all bar one little child were conned into awe and admiration. It is a version of group hysteria thinly held together by a lack of basic questioning about it really being there.
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Hello, McFly! We all know that scene from the first “Back to the Future” movie. It is an appropriate, if not slightly, rough take on consumer electronics brands aspirations to charge premiums for their green efforts. The chart below clearly shows that the 5% or more premium (expect and willing to pay) is a darn tough sell everywhere in the globe. There are no countries in the top right box: lots of expectation and willingness. Most countries are in the left hand part here, so this is not just a mature or immature market issue, but a genuine global expression of buyer’s lack of eagerness to justify coughing up extra money for this stuff.
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The primary findings of the survey of more than 10,000 adults in 12 major markets around the
world include:
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July 15, 2008 | Tags:
BRIC, EMEA, green, green marketing
Despite urgent legislative requests by the European Commission and a slew of acts and legislative drafts in each of the major EC countries, we would raise a flag and warn any brand driving a green strategy to think very carefully before they just plop an EMEA campaign and strategy in place. Evidence clearly shows us that even for the four largest markets in EMEA, Germany, France, the UK and Italy, there is no one core model. Here are the main differences and how to think about them.
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July 4, 2008 | Tags:
green marketing
We launched a global research project on green in business with two partners, GCI and Cohn and Wolfe a few weeks ago. It is a fascinating piece of work because it showed that not all BtB influencers across the globe share the same optimism and openness to investing in green or even paying the premiums that would help sustain and build marketing funds for more green outreach.
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June 19, 2008 | Tags:
green marketing
We are all aware of it. We all want to do something to help solve it and some of us work for brands that might actually be seen as leaders in being able to deliver it. Even fewer of us are in marketing positions in those brands and with budgets to do something about it. The above sounds like a waterfall effect. In a world of 100 people everybody cares: 10 work for companies that are seen as capable of doing something but only 3 might have budgets to educate and drive change. This is a frighteningly small number of people to help marketing change the world of green.
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