Here's a link to a great site demonstrating the power of data and 'authoritative evidence' in environmental marketing. Is the data real? Is it 'fudged?' It looks good and looks verifiable, which is enough for 90% of the viewers.
Environmental marketing is all about comparisons--are we better or worse than some other benchmark. Set the right benchmark and your opponents can look downright evil.
-Shawn
Tuesday, January 15, 2008
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