ISBN: 9781603582520 Year Added to Catalog: 2009 Book Format: Paperback Dimensions: 6 x 9 Number of Pages: 320 Book Publisher: Chelsea Green Publishing Release Date: June 1, 2010 Web Product ID: 499
Also By This Author
The Gort Cloud
The Invisible Force Powering Today’s Most Visible Green Brands
"With The Gort Cloud, Richard Seireeni has brought out the emotional and human perspective that often lacks in most green programs. Ecopreneurs in his book are not just branding opportunists but visionaries who believe that ideas--when endorsed by people--are more powerful than money.
By understanding that a powerful change has happened in how younger generations are seeing the world of commerce, The Gort Cloud focuses on lost values such as trust, responsibility, imagination and the positive role businesses can have on our society."
—Marc Gobe, designer, photographer, filmmaker, and author of Emotional Branding: The New Paradigm for Connecting Brands to People, Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy, and Brandjam: Humanizing Brands Th
“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.
About the Author
Richard Seireeni
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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