At the present time, no structure, whether institutional or private, can exclude taking into account its environmental impact in its operation as in its production. It will therefore be important to integrate it in its work of creating the offer as well as in its communication.
Ecology refers to the science that analyzes the interactions and impacts between living beings and the various existing ecosystems. The word environment designates rather a more external aspect, the living environment of man in which he often evolves without measuring the impact of his activity.
Environmental consideration should therefore be included in its pyramid at the level of brand values. Because the environmental aspect has no real functional benefit, nor rational attributes. On the other hand, it is able to guide everyone’s actions from a new resilience or a displayed energy sobriety.
It is also possible to work on the mission and vision phases to include the notion. This will allow for a more sustainable consideration over the long term. On the other hand, it is useless to modify its positioning unless this value becomes a priority axis of the territory or of the structure linked to its production of the offer. At that point, it is no longer the same.
The environmental value can also take part in the axes of communication of the structure. It will therefore be important to include it in Brand meaning and Brand equity in terms of the perception of the brand and its promise, but also the association it can then produce.
You can find in the book Towards a new approach to territorial marketing, many explanations on the functioning of the brand pyramid as well as how to use it. You can order the book directly on the site.
To go further in integrating the environmental aspect into today’s marketing, I advise you to read the study by Marine Le Gall in 2002 entitled From concern for the environment to sustainable consumption.
You can also reread the article on the theory of Donuts by Kate Raworth written this year by the Alps Agency
The Alps agency accompanies throughout the year a good number of territories in their strategies or their reflections that make the difference. Do you want to know our references? Contact us
You wish to organize a conference on this theme, contact us too, we will analyze your needs together.
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This article was written by François Veauleger