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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
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Hardcover, 308 pages
Published February 1st 2009 by Chelsea Green Publishing Company
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Nathan
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
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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
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Matt
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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