Last year, Andrea Rosso was searching for novel ways to promote his family’s winery, Mankas Hills Vineyard of Fairfield, Calif. Having just released a new blend of cabernet sauvignon and merlot in 2004, the …
The lessons green marketers can learn from the remarkable rebranding of Al Gore
By: Anne Stuart
Six years ago, you’d have been hard-pressed to find a public figure whose image was more tattered than that of former vice president Al Gore. Despite his long political career, the onetime Democratic front-runner seemed destined …
Yes, everyone should care about the environment. But if green marketing doesn’t make dollars, does it still make sense?
By: Elaine Appleton Grant
These days, nobody can blame marketers for rushing to “green” their brands. Rarely has there been a bandwagon like the eco-friendly one upon which most of America’s big-name …
Think green marketing is easier when you promote an eco-friendly product? Think again
By: Samar Farah
Hidden Valley Ranch Dressing started out as a family recipe served at a Santa Barbara dude ranch in the late 1950s. This past May, the brand launched an online advertising campaign for its very first organic …
Companies now have another market for their eco-friendly efforts: the investment community
By: Vicki Powers
As the idea of green marketing goes mainstream, it’s no surprise that Wall Street is taking notice. In fact, assets from mutual funds designed to meet socially responsible investing criteria jumped from $12 billion in 1995 to …
BY: CHRISTINE HANSEN
For nearly 200 years, hostesses have relied on The Pfaltzgraff Co. for quality casual dinnerware and stylish home accessories. The company, now part of Lifetime Brands Co., was founded in 1811 by a family of …
