Green is the new currency of status. Out is the ostentatious display of self-indulgent luxury. In is being an environmentally responsible, renewable resources conscious, carbon footprint sensitive minimalist. Is it surprising, then, that in a highly competitive world, consumers, brands and companies are racing to tout their greenness? Let’s be honest here. Isn’t your shade of green just a convenient (because contemporary) way of achieving a degree of relevance, differentiation and maybe profit? While some, no doubt, truly seek to be green for noble motivations (like saving the planet), the reality, it seems, is that most don’t really think through what it really means or implies to be green. Instead, they glom onto the external signals or cues of greenness to feel better or show to others just how green they are. They recycle their cans, glass and plastic regularly. They own and drive a hybrid. They unplug electrical devices when not in use. If they’re companies, they “recycle”, “reclaim” and “manage to origin” while making sure to tell us consumers all about it. But few if any ask, what resources are being consumed to recycle or bring a “green product” to market? Or, what will be the impact on the environment of the spent batteries in my hybrid? Don’t get me wrong: I’m not against being green. I’m against being green without thinking. Next time you hear someone (person, brand or company) say they’re being green, ask yourself what’s beyond the superficial aspect of their greenness and discover their real shade of green.

Image by Getty Images via Daylife

Millions of dollars are spent each year on creative advertising and research in attempts to get into the minds of consumers, and translate awareness into preference and brand profitability. And for a lot of the companies the investments pay off. But, imagine not having to spend that much money, or any, for the same effect.

That’s essentially what has happened to the company Research in Motion, who’s behind the BlackBerry. They have received the biggest endorsement of all – absolutely free. President Barack Obama is constantly seen with his BlackBerry and has made numerous comments about how much it means to him. Comments and attitudes that could be worth more than an estimated $25 million. I’m sure no one at Research in Motion had expected that, but they are now eager to find out how best to leverage that.

Several other companies will attempt to think of similar smart ways to freely promote their brands. However, the profitability of brand endorsement like this is so powerful because it’s not forced or put on, but purely authentic. So even if companies regularly use testimonials as part of their marketing mix, it’s not going to be as effective. You simply can’t stage or replace “the real thing”. But is the occasional free publicity or celebrity endorsement just based on luck alone? Or is there some way to gain insight into free endorsements like the Blackberry/Obama phenomenon, and capture the effects of it?

To read more about the biggest endorsement, go to http://bit.ly/4BjWR