Adamson, Allen. (2007). Brand Against

¶ … Adamson, Allen. (2007). Brand against global warming. Landor. Retrieved March 1, 2009 at http://www.landor.com/index.cfm?do=thinking.article&storyid=536&bhcp=

This article explores branding within the context of a new environmentally conscious society. It explains how green branding has become a powerful method for advertising and branding purposes. Within the context of this article, Adamson also explains that if one is to go a green branding route, one must be able to back up that claim. Therefore, green branding an organic clothing line would have to represent the green friendly manufacturing practices of that brand. A brand cannot claim itself green and then turn around to use non-environmentally friendly practices.

Bowman, Jo. (2008). Climate change: green branding-cashing in on the eco-market. Wipo Magazine. Retrieved March 1, 2009 at http://www.wipo.int/wipo_magazine/en/2008/02/article_0003.html.

This article published in 2008 by Jo Bowman also explores the topic of green branding, and the benefits which entail. The article first explains the consumer tendency to pay more for organic and other green products due to an associated higher quality and environmentally friendly manufacturing process. Many consumers feel that it is their duty to pay that extra fee in order to do their part to help the environment. The article then goes to explain how this concept can be heightened if the brand is green certified with a pre-established certification service which then aims to strengthen the green image of the brand. These tips can prove extremely helpful in the formation of an organic clothing brand.

Daley, Lee. (2007). Green branding imperative. Marketing Green. Retrieved March 3, 2009 at http://marketinggreen.wordpress.com/2007/04/17/green-branding-imperative/.

This article by Daley in 2007, explains the consumer practice of continuing to buy for leisure, despite the encroaching environmental problem. On top of this encouraging fact, as consumer guilt the market will continue to push further and further towards green friendly practices. This trend which has just begun, and will continue to be fostered through the growing demand for green products. Thus a clothing line which represents organic and clean products will only meet that growing demand.

Gelman, Jospeh & Pinedo, Francisco. (2009). Beware the pitfalls of the green branding push. Prophet. Retrieved March 2, 2009 at http://www.prophet.com/downloads/articles/gelman-pinedo-beware-green.pdf.

This article explains the ramifications of mislabeling products green friendly. In a world of marketing where more and more companies are saying they are growing green, it is extremely important to back up that claim. Just reducing a product's production emissions does not necessarily make it environmentally safe. Therefore the push for green marketing must be reliable and done carefully.