Last week, it was the second of three coaching sessions of Recentre (centre for sustainable design) at the AINSI, a remarkable building in Maastricht. There I had the pleasure again to take a very diverse audience trough different techniques and strategies on how to gain ground for sustainable products and services.
I took the participants trough a process stuffed with examples, riddles, kickstart questions and exercises that was all structured by a model that provides a certain logic, so participants can also us it in their own practice.
Here you'll find what I would like to call 'the Green marketing Triangle. A model that starts from the idea that there are always three communication agendas;
- the product experience,
- the brand belief and
- the company credibility.
When you confront these three levels with three strategic families:
- Communicate an USP
- Share a big ideal
- And challenge the status quo
You end up with nine strategic angle points to turn your green alternative into a success. You can use it as the basis for a green marketing brainstorm session, just as we did last Thursday in Maastricht.
You can still subscribe for the next and last session in June; this day will be focused on 'building boardroom buy-in'. To join up, click here