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The Gort Cloud: The Invisible Force Powering Today's Most Visible Green Brands

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"Green" has gone mainstream and, for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors?

Brand expert Richard Seireeni interviewed more than thirty eco-capitalists from a broad range of industries-home impro
Hardcover, 308 pages
Published February 1st 2009 by Chelsea Green Publishing Company
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Dec 24, 2014 Nathan rated it liked it
Shelves: green, communications
What if there were a vast, green community waiting to adopt new green products and services? A network that gave word of mouth support to green companies, giving them a better shot at marketplace success? Wouldn't that be cool?
Well, according to Richard Seireeni that (primarily digital) network exists and and it played a role in the success of the 23 ecopreneurs he chronicles in The Gort Cloud.

Many of those companies will be familiar to even casual observers of green business: Dr. Bronner's, Nau
Kitten Kisser
Sep 10, 2014 Kitten Kisser rated it it was amazing
Shelves: business
My only complaint is I wish he interviewed more companies! Like Organic Valley, Eden and The Alternative Baking Co. etc.

The author takes you on a journey through many different & mostly well known Green Brands like Stonyfield, Dr. Bronners and Seventh Generation etc. You discover how they started, the trials they had on their path to success & their fight against non green brands. The incredible growth the green industry has had despite our economy. Peoples increasing awareness of the ne
Aug 07, 2009 Matt rated it really liked it
Shelves: green, reviewed
fascinating so far . . . never knew how singular Dr. Bronner's really was until I read this . . . and how on the forefront they are in the fight against companies "greenwashing" the term "organic."
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