The Branding of Climate Change
Branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and policies. Branding techniques can provide the ideas, stories, myths and/or metaphors which lead people to action, and effective branding can build valuable business and policy assets. But what would be the most compelling branding concepts, and does the appeal vary by Canadians, English and Americans? A common theme is ‘conserving mother nature’, but perhaps other concepts would have greater mass appeal?
