industry Insights
Explore the ideas that win hearts and minds, and connect to what matters.
How Green Brands Win: The Power of Distinctive Brand Assets and Entry Points
Green brands win by creating Distinctive Brand Assets, the sights, sounds and cues that make them unforgettable, and by linking those assets to Category Entry Points, the real-life moments when people decide what to buy. From Patagonia’s “Don’t Buy This Jacket” to Oatly’s bold cartons, the brands that stick are the ones that stay top of mind at the exact moment consumers make sustainable choices.