At the top of the list is Target. Yes that's right the mass merchandiser with the funny dog, the Red Target, and The Flying Tomato. Now I can't even remember the last time I was in a Target Store but I have long admired them for the ability to re-invent themselves and almost create a pop culture icon.
The basic and most important premise's behind Target's marketing machine is never loosing site of "The Brand". For those interested in Branding and Marketing, here is a great story from Fortune Magazine
Branding / Marketing 101 runs pure in Target and that is what I like about this company.
Now to the original reason I started talking about Target. In the most recent issue Newsweek Titles "Who is the Greenest of them All" that landed on our door step and interesting 2 page spread caught my attention.
Here is a scan of that ad. For Target to take on such a massive endeavor as trying to reduce the number of plastic bags they use (ok, cost cutting is probably the true reason) and be able to do something good for the environment is pretty much genius in marketing and branding terms. (See initial comments...)
Or, is it Greenwashing...? I would venture to guess that despite the cost savings in reducing the number of plastic bags Target uses, at the very heart of this initiative is a desire to what is right and good.
This same issue of Newsweek had some very interesting Fixes for the planet and companies / ideas that are probably worthy of further study and investment.
1. http://www.ecocycle.org/
2. LED Lightbulbs
3. Greener Golf Fairways
4. Kiteships to offset Container Cargo Fuel Costs
5. Plastic Solar Cells
6. The Aptera
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