Interbrand's Global CEO Discusses Best Global Green Brands
Published 8/1/2012
Author: Christine Birkner
Author Biography
Christine Birkner is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at
cbirkner@ama.org.
Summary
Green marketing can help boost your brand’s image and your bottom line, but only if consumers believe in your eco-focused agenda. That’s the message behind the second-annual Best Global Green Brands report, released in July by New York-based global brand consultancy Interbrand, which names the top 50 global green brands and examines how their environmentally conscious efforts are perceived by the public.
Marketing News caught up with Jez Frampton, global CEO of Interbrand, to discuss the report’s findings and how brands can work to close the gap that exists between sustainable marketing initiatives and consumer perception.
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