By Lucy Tesseras

Received wisdom suggests that eco-friendly products have the benefit of making consumers feel they are helping the environment, which in turn has a positive effect on sales.

But green brands are just one example of how a category’s biggest asset can become a liability – and of how marketers who allow a single attribute to define a product, especially one that doesn’t help consumers see the functional benefits, risk becoming hostage to changing perceptions.

It is not only environmentally aware brands such as Ecover and Toyota that have had to fight against unwelcome associations dogging what they thought was their main selling Read full story ›

Source: Marketing Week