The Gort Cloud

"In his remarkable The Gort Cloud, Richard Seireeni details the intersection of two of society's most important forces: The Green Movement and the Social Media revolution. He shows how companies playing in that intersection can become terrifically successful, but only if they play by the unwritten rules."

—David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave

“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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