How brands can go from zeroes to heroes

05/21/2013 |

Cutting waste and pollution to zero might sound like a good thing, but when it comes to marketing messages, zero "has very limited appeal unless we talk about zero calories," writes Raz Godelnik. Strong, compellingly branded eco-products have a "greater chance to emerge out of '100% good' design thinking rather than a zero-based thinking," Godelnik argues.

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