Dharini Mishra, Global Head of Brand, Suzlon Group highlights the seven new rules of survival for green brands and their marketers.
Be real: We live and work in the real world. Why then should our brand premises be based in Utopia? We seek answers to challenges that exist and work in our current environment. If the premise is improbable and the promise fantastical, it will fall flat when tested in the real world. Our basic touchstone for Pure Air Lovers Society (PALS) was to accept the constraints of today’s times and define the needs of the consumers in the larger context and then fit your green proposition within it. It might be improbable to expect everyone to completely negate their paper usage till the basic structure of our socio-economic world changed. However, what would work is to offer options of eco-friendly paper, help recycle the same and promote practical yet judicious ways of reducing paper usage.
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