A signal for anyone who wants to ease global warming
Now that the thermometer has returned to normal winter levels in many parts of the country and snow continues to bury poor Oswego, New York it might be hard to think about the recent devastating report on global warming. But, thankfully, people are thinking. And while most want to jump into action, they’re not exactly sure what they’re supposed to do. They know global warming is bad. They know it’s a reality. And, while most people know it has to do with greenhouse gases and fossil fuels, they’re not exactly sure how to help, much as they want to. My belief is that one way to help them help is by means of a simple branding signal. I’m not saying to brand global warming per se. The phrase, sadly, speaks for itself. But rather, I recommend creating an evocative, easily interpreted branding cue that simply and clearly communicates to people that by using a particular product or service they won’t be contributing to global warming. In fact, in some cases, they may actually be mitigating its effects. Like branding signals of any sort this one must convey the intent behind the promise without need for any explanation. It must speak for itself.
Much like the construction industry is using “EnergyStar” to signal energy efficiency in specific products and services, and PepsiCo, Inc. is using the green “SmartSpot” to signal healthier snack choices, a global warming branding signal (for lack of a better phrase) would act in a similar manner. It would visually alert people to the benefits of making one product choice over another. With so many brands and so much brand chatter, people need and use branding signals to help them make choices relevant to their needs. Global warming, while relevant to everyone, is a complicated issue. Give people a simple way to understand what does or doesn’t contribute to its effects and my guess is that they’ll pay close attention. In fact, given the choice of melting oceans, hurricanes, and the eventual destruction of our planet, my guess is that this is a little branding signal that would be greatly appreciated.