As the largest consumer and supplier in the world, the U.S. populace has the most to gain by rushing headlong into clean branding as a core industry. Reduced waste, emission, and subsequent buttressed credibility are all keys to avoiding a multitrillion-dollar brand bubble while preserving landfills and water tables. Now pass the Sun Chips!

"Crisis Management" has become a discipline all its own, with companies spending millions of dollars on public relations and marketing to manage their way through crisis. However, no crisis occurs in a vacuum. While BP bears the brunt of the Gulf oil spill disaster, the event impacts stakeholders across the spectrum of industry, government and advocacy. In the aftermath of the ongoing disaster, there will be winners and losers.

The leaders do more than market green; they drive the conversation and change.

Give them the foundation and tools but let their passion, optimism and creativity build from there. We know from our recent experiences this open-ended approach will improve the program both in marketing effectiveness and true green contributions.