How to get customers to desire your green brand

09/6/2011 | Green Futures (U.K.)

Sustainable brands need to learn to "create desire," says Ecover communications manager Effi Vandevoorde. That means imbuing products with great design, but also developing messages that make consumers feel your brand belongs in their lives. A customer will "buy our brand if she feels it cares about her, her family, her home," Vandevoorde says.

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Green Futures (U.K.)

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