Eco Archivos | Allegro 234

Eco Archivos | Allegro 234

Eco-Branding… More than chic!…

By | Identity, What we think | No Comments

eco iconic

As we can read in TrendWatching, over the past few years, we have moved from eco-ugly (ugly, over-priced, low performance alternatives to shiny ‘traditional sphere’ products and services) to eco-chic (eco-friendly stuff that actually looks as nice and cool as the less responsible version).
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Now it looks like we are moving to a new stage… to eco-iconic: “Goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers”
eco iconic 4
So, it looks like it’s time for branding… It’s not only a question of chic, iconic and/or whatever… The eco-tribe, in certain way post-modern, is looking not only for fashionable goods. No brand experience left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises…
The experience is build on honest behaviours… Companies have to think, say and act in a consistent way!…
Beware of the clients…We are looking, we are saying, we are their best critics!

The eco-trivialization

By | What we think | No Comments

The ecology is a postmodern value associated with welfare. Day-after-day this value becomes more important and relevant for most of us.

The situation is that during recent months, cars advertising -almost all of them, has begun to communicate respect for the environment based on new “eco-engines” (you will see different names for the same kind of functional benefit).

The truth is that they continue polluting, less than before (which is also truth), but they continue.

The key issue here is that the utilization of the word “ecology” is becoming massive in a way that it runs the risk of being trivialized… If this happens, the reputation of the companies would be severely damaged … As well as their brand identities

If so, who to believe? What to believe? What to do?