eco ramblings

a dialogue with an Eco Patriot

Archive for the ‘imitators’ Category

An Industry Parody…

Posted by Luke on October 19, 2010

With videos seeming to be the theme with my posts this week, here’s one I made that mocks a typical sales rep in my industry when they call on a customer.  It’s my debut as a director.  Enjoy!

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Posted in biodegradable, imitators, marketing, Video | Tagged: , , | 1 Comment »

Clorox Dubunked; Vote Daisy

Posted by Luke on August 24, 2010

A few months ago, Clorox’s lawyers sent a friendly note to Method telling them that they were infringing on Clorox’s trademark of a daisy that they use in the graphics design of their Green Works cleaning products line.  Essentially, Clorox argues that they own the rights to using a daisy when it’s used to promote green cleaners.  Method has also used the daisy for quite a while, and wasn’t intentionally trying to leverage Green Works’ brand equity… because apparently Clorox has so much of it considering they just entered the category.

This is a classic example of a major corporation being threatened by a new entrant and then throwing money at lawyers to try to drive the smaller guy out, or at least make them spend some money.  And I take that back about Method being the new entrant.  They’ve been selling green cleaning products longer than Clorox.  They created the category alongside of Seventh Generation, Biokleen, and ECOS.  They are the reason why Clorox launched their Green Works line.  Method was stealing their market share from Clorox’s conventional, toxic products.

What is silly about Clorox’s approach to me is that they are trying to promote themselves as a green company, even greener than Method.  What they fail to state in their “friendly note” or in their marketing materials is that 99% of the products they sell are made from toxic chemicals and have nothing natural about them.  So, it’s really up for consumers to decide.  Do you fall for Clorox’s marketing tricks?  Do you support a company who does nothing but green (Method), or a company who does nothing but 1% green (Clorox)?

Method took this battle to the street to encourage consumers to speak up about who owns the daisy.  They launched a viral campaign (see www.votedaisy.com) in which people can vote for who should own the daisy… and they aren’t saying that Method should own it.  They think Mother Nature should own the daisy.  Now that’s brilliant marketing.  Checkout the video…

Posted in brand loyalty, greenwashing, imitators, marketing | Tagged: , , , , , | 3 Comments »

You Can Copy Products, But You Can’t Copy What a Company Stands For

Posted by Luke on May 11, 2010

Eco-Products’ largest competitor, the largest company in our industry, just launched a line of products that look exactly like ours.  I don’t think I could have ripped off our design more closely if I tried.  It’s shocking, honestly.  It’s weird they didn’t get a little more creative.

On one hand, I can’t help but ask our lawyer a few questions.  On the other hand, I’m flattered that a $3.5 billion Fortune 500 company would copy a small, Boulder company so precisely… or at least try to.

You see, green is all we’ve ever done.  Eco-Products has been around for 20 years as the first business-to-business distributor solely of environmental products.  We have one of the largest solar systems in Colorado.  We have nearly eliminated all waste from our office building.  We offset the emissions from the transportation of our products.  We give our employees $1,200 every year if they ride their bike, bus, carpool, or drive a hybrid to work.  We constantly challenge ourselves to be more sustainable.

We don’t do these things because we have to.  We do them because we think it’s the right thing to do.  Regulators aren’t asking us to be more green.  Sustainability is in our DNA.  It’s who we are.  It’s what we believe.  It’s all we know.  That can’t be copied.

Eco-Products is so much more than just our products.  We are an industry change agent.  We are a belief system for our customers.  We are giving voice to more corporate responsibility.  We are greening an industry that’s sole purpose is to create waste, to create landfills.  We are trying to reduce waste.  Sounds counter-intuitive, right?

Eco-Products 12 oz World Art Hot Cup

Imitation cup (picture distorted the color; all cup sizes match exactly except for the lines on the globe)

99.9% of the competitor’s revenue I referred to above comes from products that have no place to be disposed of but in landfills.  Their business is built on waste.  Doing anything differently would jeopardize their core business.  Sustainability isn’t part of their DNA. In fact, they were ranked in the bottom 20th percentile of the Fortune 500 for “green performance” according to Newsweek.  They were ranked below all but 4 of the 31 oil and gas companies.

They have sat on the sidelines for years watching Eco-Products and others build a market for green products and now they want a piece of the action.  They could have entered the game long ago.  But they didn’t.  It wasn’t in their values.  Now they want a green story to tell Wall Street.

How will Eco-Products react?  We’ll continue doing what we’re doing.  We’ll continue being a change agent for the positive.  We’ll raise the bar for sustainability.  We’ll out innovate them.  We’ll develop even better performing, more environmental products faster.  And we’ll let our customers’ loyalty speak for itself.  Our competitor can throw money at our distributors to get them to switch to their products.  The restaurants, coffee shops, universities, and other customers who currently buy Eco-Products will continue demanding our brand.  They want something more than just our products.  They want something bigger to believe in.  They want to be part of something positive.  That’s why we do what we do.

Posted in brand loyalty, Eco-Products, greenwashing, hot cups, imitators, Landiflls, packaging, sustainability, World Art Cups | Tagged: , , , , , , | 2 Comments »

 
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