Can book publishers build an effective green brand?

Last week we started a new series that is exploring why and how the book industry should go green. The first part focused on WHY and discussed the main drivers to go green outside of just being nice to planet earth. Today, we talk about HOW and more specifically on building a green brand.

For a long time I'm occupied with the question 'Can book publishers build an effective green brand?'. I mean we have green brands on almost every market possible, but books have a very unique nature that differentiate them from most of the products we regular consume.

To better understand it, let's have a look at the factors that influence people's buying decisions when they purchase books. Zogby International did a research for Random House in 2008 on 'The Reading and Book Buying Habits of Americans'. One of their questions was 'What was the most important factor in your most recent book purchase?' and the results were:

Subject 43%
Author 29%
Good recommendation/word of mouth 11%
Reading a few pages 5%
Title 4%
Price 3%
Jacket design 1%
Other (record) 2%
Not sure 3%

As you can see from these results, there's no mention of the publisher and mostly it's about the subject or the author of the book. So given these circumstances, can publishers really build an effective green brand?

I decided to ask the best experts on green branding and marketing and learn what they think about it - is this a mission impossible or a challenge that can be met?

"Yes, you can apply green marketing/strategy thinking/rules to books", told me John Grant, author of "Co-opportunity" and "The Green Marketing Manifesto" and one of the green gurus interviewed on "Conversations with Green Gurus". The key principles of green marketing would apply here as well, he added - be innovate and then educate, i.e. bring the market with you. And don't greenwash!

According to John, this is actually an opportunity for brands to show cultural leadership. You have to remember that with the exception of Penguin and a few others, there are few strong publisher brands, so here's an opportunity to challenge that - be more of an Apple or Dell in a world of faceless clone PCs.

John also referred to new product and service opportunities that can create together with a green brand new revenue sources. There are numerous new markets waiting to be tapped, he explained - new paperless formats, pricing models, second lives for books - sharing/passing on, printing on demand/on location, custom books, and new recycling, reuse and upcycling models - e.g. different materials than paper.

Joel Makower, Executive Editor at GreenBiz.com, and author of "Strategies for the Green Economy" also thought creating a green branding is doable, but emphasized that not every green step is necessarily useful.

"I don't believe that a publisher can build a green brand based entirely on the physical nature of the product. Recycled paper, planting trees, using green printing techniques, creating e-books, and offsetting shipping impacts have become commonplace, table stakes even, and aren't much of a differentiator. (And much of this is invisible to the reader; you can no longer judge a book by its cover,)" he told me.

Joel added that "to build a green brand would require a publisher to develop a deep strength in environmentally minded editorial content, or perhaps create an innovative business model that encouraged sharing/reuse of books, or some other disruptive innovation."

Jacqueline Ottman, Founder and President of J. Ottman Consulting, Inc. and author of "Green Marketing: Opportunity for Innovation" and the upcoming "The New Rules of Green Marketing (Fall 2010) reminded me that we shouldn't forget one of the main trends in the industry - the shift from print to digital. "I think publishers can put forth a green brand, but they need to consider with the electronic looking like it may soon be take over the printed word, all publishers will need to be sustainability in order to ensure their own, well, sustainability," she told me.

Peter Korchnak, Founder and Principal of Semiosis Communications and a sustainable marketer, blogger and speaker, thought it's a challenge that can be met. "Absolutely, book publishers can create sustainable brands," he replied. "Sustainable publishers must find ways to reduce their products' environmental footprint. Using recycled paper or low-VOC inks is the low hanging fruit," he added.

But this is only the beginning - Peter believes that to build truly sustainable brands, publishers must change their entire business model, away from printing a run and then trying to sell it, with unsold product recycled back into pulp. Models like print on demand (only a book that gets purchased gets printed), audio (voice) or electronic distribution could be considered as the next step. Subscription models similar to the way some music is distributed may also be viable (although, libraries already do that, don't they). And exploration of and experimentation with other novel business models should also be on the table.

Book publishers can build sustainable brands, he concluded, just like with any other sustainable brands, however, adaptation and especially innovation must be a part of that process.

It's not just the book itself told me Orly Zeewy, a brand identity specialist and communications strategist. "A book is not inherently a “green product” but can become one. A book can be packaged in a 100% post consumer (molded pulp) carton, shipped with biodegradable packaging peanuts made from cornstarch and printed on acid free pages with paper harvested from FSC (The Forest Stewardship Council) approved forests."

In addition to the books themselves, she added, publishers can look at their organization’s practices around diversity and fair wages and set strict guidelines for their supply chain. Publishers can get tough on issues such as child labor and fair trade and publicize their efforts to produce their products in the fairest way possible through a yearly Corporate Sustainability Report (CSR).

In all, Orly, just like the other experts, believes it is possible (and should be expected according to her) for book publishers to build a green brand. But, she said, they need to look beyond producing a “green” product and look at how their products can be produced in a more sustainable way.

So it looks like there's a consensus among all the experts we talked with - creating a green brand by book publishers is possible. It's not easy and there are challenges in finding the best ways to do it effectively, but at the same time it also means creating new business opportunities - developing new products, models and markets that will translate into new revenue sources.

It will be interesting to see which one of the big publishers (we already know some smaller ones like Chelsea Green or Green Books that are known as green publishers) will be the first to go for it. In times of change in the book publishing industry, and based on what we've heard here, creating a green brand looks like a promising way to ensure a long-term sustainable success.

On the next post we'll discuss what part green can take in the future of bookstores.

Yours,
Raz @ Eco-Libris

Eco-Libris: Promoting sustainable reading!

Everything you wanted to know about green branding: An interview with Orly Zeewy, a branding consultant

The added value of going green is constantly growing. According to a survey conducted lately, 46% of consumers say they would shop at a retailer more if it was environmentally friendly. Another study of Mintel shows 62% of customers choose a restaurant based on their commitment to the environment.

Even if these numbers are a little exaggerated, the message is clear: going green equals more customers and more business.

Respectively we see how the importance of the green branding is growing, as businesses understand that to generate the most value out of their efforts to go green, it's not enough today to do the right thing, but you also need to know how to "sell" it to your customers.

Green branding is a difficult challenge (maybe with the exception of Mir Hussein Moussavi..), with growing demands of consumers for information and clarity on one hand and a reality where every day you have dozens of companies releasing new green initiatives, making it harder to differentiate yourself from others on the other hand. So how do you do it right? I decided it's time to get an expert opinion, so I went straight to Orly Zeewy, a brand identity consultant and a fellow SBN member, who is an expert on green branding, to share some of insights on the issue.

Orly has 25 years of experience in design, marketing communication and brand strategy and development. Prior to starting a brand consulting practice in 2002, she was Senior Design Manager for The Vanguard Group. In addition to her consulting work, Orly is a teacher and speaker on brand related topics. She is and adjunct professor at Philadelphia University and a guest speaker for the Wharton International Communications Program. Orly is a visiting lecturer for the Masters program in Sustainable Design at The Engineering and Design Institute at Philadelphia University.

Orly was born in Israel, grew up in Tel Aviv, Paris and Lausanne, Switzerland and now lives in Philadelphia, Pennsylvania.

Hello Orly. Firstly what is a green brand?
A brand that makes an authentic connection between its “green” products and its sustainable business practices and policies. It’s not only about the green products/services it sells but also about how it runs its business.

What does a green branding consultant do?
Help create messaging and positioning for sustainable companies that will resonate with their target audience and increase awareness around green issues.

Is it more difficult to build a green brand comparing to a regular brand?
I think it’s actually easier since a green brand is working hard to make a positive impact on the environment, the community and in the world. So from a public relation perspective, it is easier to promote “doing good.“

Do you think retailers really benefit from a green image?
Absolutely. As the number of “green-conscious” consumers increases, expectations around sustainable issues will become more commonplace and brands will be expected to flex their “green” muscles. Since Walmart, the largest retailer in the world, committed itself to “green”, a lot of other household brands have followed suit and started to incorporate green practices into their business.

I believe this trend will only grow as demand for green products increases. And it’s good to remember that retailers have been losing ground with consumers in recent years and with profit margins slipping further because of the economic downturn, they are all looking for a way to stay relevant. I believe that “green” is the way they will do this.

If I'm a company, have a good and solid brand, and I want to green it up —where do I start? What do I do? Can you please share with us some of the insights on how it's done?

The first thing you’ll need to do is have a green product! Then be sure to communicate about the ways you are changing your business and business practices—for instance one of my green clients is a large construction management company and they have committed to recycling 98% of all of the waste that they generate on a construction site.

Letting their clients know about this commitment and showing how they are doing it has had a tremendous impact on building their “green” brand awareness and increasing customer retention and loyalty.

Many companies who already have sustainable business practices need to make those practices more transparent to their customers. Target is a great example of “greening” an existing power brand. They have a link devoted exclusively to the environment and where their recycling efforts are catalogued. One such example is the 385 million garment hangers that are reused each year (instead of being put into landfills). These kinds of numbers help bring home the idea that a major brand can have a huge impact on the environment and by extension, reinforces that we as consumers, by shopping at Target, are a part of a global effort to reduce waste.

How can the Internet and social media be used to enhance green brand identity?
The Internet is a great tool because it’s so immediate and can motivate us in a way that print cannot. And as consumers worldwide begin to expect and demand green practices from their favorite brands, social media will play an increasingly larger role.

Bloggers already keep tabs on household brands to make sure they are providing what they say they will and alerting consumers when they do not. In the sustainable community, green washing is a big concern so having a truly green brand identity is going to be an important way for brands to distinguish themselves.

With a growing number of companies that try to position themselves as “green companies” what would be the best way to differentiate their brand?
Show me, the consumer, what you, as a green company, is doing that directly effects positive change and makes it easier for me to do my part in creating a sustainable environment. A key to successfully positioning a green brand is to be the brand that’s not only doing good and using sustainable business practices, but helps consumers take an active part while still offering value at a price they can afford.

A great example of this is Method, a company that makes it fun to clean with biodegradable products while being in the same price point as toxic products. Method has been hugely successful while at the same time, has changed what big cleaning brands (who before Method, would never have considered green) are now doing. One such example is Clorox—a brand that made its reputation on toxic bleach products—launched GreenWorks, a line of “eco friendly” cleaning products about a year ago. Because of its power brand status GreenWorks has already captured 42% of the natural cleaning industry—something that would be impossible to achieve if they were a new company.

What's the best strategy to avoid greenwashing accusations?
Make your business operations transparent to consumers so they can see what you are doing that is “green.” Many people have a negative impression of public relations but if done properly it can be a great tool to spread your green message. For instance, getting on the calendar of a sustainable publication and talking about what your company is doing to help reduce its carbon footprint will go a long way to show that you “walk the walk” and not just “talk the talk.”

What do you think about big companies, like Frito Lay, that try to adopt successful green images, such as "local"? Can it work for them? Is it worthwhile to get into it at all?
Eat local is a movement that has taken hold in recent years. It’s not only about eating what grows in your area and supporting your local farmers but about reducing a company’s carbon footprint. It’s something that energy conscious consumers are beginning to pay closer attention to and a brand like Frito-Lay can have a large impact there. So to answer your question, I think it’s a very good idea. And economically, it makes sense since lower energy costs benefit the company’s bottom line and keep costs to consumers from going up.

What do you think about the efforts to make Philadelphia the greenest city in the U.S. by 2015? Do you have any branding advice to Mayor Nutter?
I’ve been a member of the Philadelphia Sustainable Business Network (SBN) for five years so I’m happy to see Philadelphia take such an active and positive role in the sustainable movement. I credit people like Leanne Krueger-Braneky, the executive director of SBN a key person in “green,” in being a motivator in forwarding a green platform in this city.

I believe that Philadelphia is positioned to be a leader in how aging eastern cities can transform themselves into profitable centers of green jobs and green initiatives. It’s an exciting time to be a Philadelphian. The one piece of advice I would offer Mayor Nutter is to be clear and consistent in his green messages. Don’t assume that Philadelphians know that what you are doing. From a branding perspective, this is critical. I would advise him to focus on 2-3 key messages such as: how is green helping me—a resident of Philadelphia—live better, work smarter, be part of a proud legacy, etc.

These are the kinds of messages that we as citizens need to hear. People don’t respond well to scare tactics. We want to do good but not if it’s going to be cost-prohibitive or impossible to carry out. Most people are happy to recycle but until a comprehensive recycling program was put into place, how many people drove to a recycling center every week?

Do you think the recession is good or bad for green branding?
I think the recession is one of the best things that could have happened for green branding. With every company looking to cut costs and consumers scrambling to keep energy bills manageable, green is emerging as a way to live that is not only responsible from a global standpoint but helps us live more economically. I believe that within a short period of time, green will no longer be a catchphrase, but simply the way every company operates and the way our children will view the world.

Thanks Orly!

To read more about Orly Zeewy: http://www.zeewy.com/

Yours,
Raz @ Eco-Libris

Eco-Libris: promoting green printing