Anna Clark in GreenerComputing:

Greening technology brands is a delicate balancing act. In charting a green course, it is important to understand where a company’s brand is internationally, what market a company wants to target, and how much of a premium that market expects to pay as a “green tax” for adoption.

Having a great green product offering that nobody knows about or believes in can end up creating waste rather than reducing it. Yet, having a proposition with no weight behind it, especially a brand that is expected to deliver green but does not, can compromise brands in the long run.

The greening of technology brands requires skillful mapping and foresight, but judging from the success of brands like HP and Dell, it is a road that can be successfully navigated by strategic thinking.

Photo Credit : Jonathan Gayman