Branding Perth

Branding is an interesting kettle of fish. Branding deals with image on every level of business – customer touch points, product naming, written copy style, even corporate responsibility.

There’s absolutely nothing wrong with giving out branded eco friendly reusable bags. It carries the whole ‘green’ image, thanks to well known brands like Woolworths, Coles, even fuel station Caltex! If it works for their brands, it must work for everyone else’s, right? Well, yes, but not really. The return on investment (ROI) for some businesses wouldn’t be nearly as much. For example, if you hard-core branded custom chopper bikies garage, giving out branded eco friendly reusable shopping bags would definitely raise quite a few eye brows.

Nevertheless The Age Newspaper Corporation gave the branded eco bags a go too! It was an interesting move and seemed slightly odd… but it worked!

The Age prints out approximately 800 – 900,000 tonnes* of newsprint every week; unarguably that’s a whole lot of tree. While they may not be a grocery store and eco friendly bags aren’t directly relevant to their services, the branded eco friendly bags definitely played a part in helping them keep in touch with ‘the green scheme’ as well as give them a competitive edge against other newspapers, such as the Courier Mail.

The eco bag would have made a dent in their advertising and marketing budget, but for a business which uses trees faster than you can say ‘green peace’, it was an outlay they were willing to make to reap the benefits of the image of a greener newspaper.

*800 – 900,000 tonnes of newsprint fact from The Age – Print Centre – Facts.