clemans on marketing: confessions and misdemeanors

Game Changer

I love game changers, especially when they are eco-friendly, solve sustainability issues, and cut down on the mountains of plastic bottles discarded every single day.

I am speaking of the freshly launched Replenish – Rethink the Bottle. Each biodegradable, reusable bottle is fitted with a "Concentrate Pod", filled with 98% plant-based household cleaner concentrate.

Just add water, again and again, at least 4 reuses for every Concentrate Pod, until the concentrate is gone. Keep the bottle, toss the earth-friendly Pod, and order more – scented with lavender, lemon, or green tea.

Replenish's goal is to eliminate 1 billion bottles from landfills. The product is manufactured in the USA.

Entrepreneurship brain power going in the right direction.

Politics of One – Influence the Many

Here, the medium becomes the message. And a powerful one at that. 

Brand Stamp

Mani pedi anyone?

Green with Envy

Wish I'd invented it: advertising that tells and shows. Check out this solar-powered magazine ad promoting green energy in Israel. Look at it in the publication under artificial light and it's a black-and-white sketch. But hold it up to sunlight and the image morphs into living color right before your eyes.  

 

Shock Shop Value

Vogue called on performance artist Nick Cave's fantastical art to hawk the season's hottest handbags and shoes. Exhilarating, primordial shopping experience! 

 
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Saving the Planet is More Fun

Can practical, everyday, sustainable, recycled green products have a fun side? Yes, they can! I love The Greens! Kitchen drudgery no more.

Logo Lure

Websites are getting leaner and the messaging more streamlined. The result: logos are, once again, significant, integral, and vibrant components of the brand personality.  Logos follow trends, just like skirt lengths, so consider revisiting yours, and then giving it prominence.