Clouds obscured the Chicago skyline and sheets of rain had descended upon McCormick Place’s Lakeside Center, but inside another cloud was gathering momentum. . The Gort Cloud.
Thirty-year veteran in brand consulting and marketing, and manager of The Brand Architect Group, Richard Seireeni presented the vast and largely invisible network of the green community that has the power to make or break green brands.
Seirenni interviewed 30 eco-capitalists to find a common denominator, the invisible ties that bind them together, which he named The Gort Cloud. Without a marketing and advertising budget, these brands built their success with passion and by tapping into the network of the green community — including media, blogs, search engines, business and consumer organizations, upstream suppliers, retailers, distributors, and of course, social networking.
These are the nodes, clusters and gatekeepers of a conversation that amounts to a viral marketing strategy that organic and green companies can use. The good news: it’s largely free. The not-so-good news: it’s labor intensive.
The admission price into this social media network is based on truth and transparent business practices. This is great news for organic and green companies that walk their talk. Research has shown that green companies that are focused on sustainability outperformed those that were not. Seirenni also called attention to the growth of green business internationally especially, in Denmark and China.
Interestingly, in terms of consumer preference, green is generally not a deal breaker. Green products must compete on price, availability, desire and performance for consumers to buy in. So keep the organic and green businesses coming, open up to the Gort Cloud, and get ready to take off.
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