Branding

GE says the ecomagination “brand” will be integrated into its overall marketing — at least for the products that qualify. This is no small matter. Most companies have been reluctant to play up their products’ environmental benefits (if you don’t count those feel-good image ads that come primarily from energy, chemical, and forestry companies), fearing that their green claims won’t stand up to scrutiny when weighed against the company’s overall environmental footprint. GE’s leaders seem willing to take the risk — largely because they’re making specific claims and are willing to back them up.
source: Ecoimagination See also XlnkS6E4

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