Creative solutions for ‘green branding’ is becoming a global trend.
By Liubomir Liubomirov
Every business seeks a highly memorable and properly targeted, corporate image. Traditionally, companies take advantage of tried and tested conventional methods of communication in public spaces, including branding, outdoor and indoor advertising,and office space decoration. But at times, when media channels are numerous, and the audience is saturated and picky, originality is not sufficient. Over the past ten years, real action towards sustainable and responsible business is an inevitable requirement. The user is more frequently choosing brands with a well-built positive image. Companies offering creative “green branding” solutions are born on a global level.
The term “green marketing” originated in Europe between the late 1980s and early 2000s. At that time people came to the conclusion that certain products were harmful to the environment and to society as a whole. In consequence, new types of products emerged, called “green products”, which are less harmful to the environment. Big companies are creating new lines of products with recycled materials, advertise that they don’t use low-paid child labour, and marketing-departments develop large-scale campaigns to prove that the brand is concerned about the environment. Whole industry branches are trying to reverse the implanted idea that they offer unhealthy and naturally-inappropriate products. For example, Procter & Gamble creates disposable diapers that can be used for fertilization. The presumption is that the consumer prefers “Green” brands, because he feels he is doing something good for humanity and the planet when buying them. Bulgaria does not ignore the trend. Advertising and media agencies are looking for environmental communication solutions, and architects put green accents in office design. For example, the company “BIObord” develops luxury decorative green coverings, in sync with companies’ eco image efforts.
Among their proposals for interior decorative trim are Scandinavian natural mosses, called reindeer moss, in the form of panels whose chemical composition have antimicrobial properties. The panels can be installed in offices, restaurants, hotels, spa zones, hospitals and at home. Besides the relaxing feeling of wood, the moss panels provide noise and thermal insulation while limiting the spread of mould.
Visit them at www.BIOboard.bg