Christmas was a branding exercise from the start, intended to help consolidate the emerging narrative of Christianity by taking over the celebrations associated with the established Roman gods. [..]

While rushing to heed the demand for green, brand managers sometimes can’t resist the temptation of overstating their case. By doing so, they imperil the foundations of the brand. [..]

Greenwashing is not only bad karma – is a lousy brand strategy as well. As consumers grow more suspicious, brands should strive to keep their distance from such practices. [..]

Brands who want to reach for the green need to leverage traditional brand attributes like trust, transparency and authenticity and ease up on the eco-babble in more mature markets. [..]