Indeed, by reducing transport and material costs and modifying licensing restrictions, the entire industry could explode by moving to a more pervasive distribution model, while maintaining a low carbon footprint.

High tech or relatively low tech, companies selling revolutionary or poorly understood products must first take the time to educate their audiences about the product itself, often putting their branding aside.

Where marketers have gone off course and betrayed consumer trust is in not asking themselves how their product truly delivers on what the consumer wants.

In 2009, there were about 1,500 new product launches that featured claims such as "sustainable," "environmentally friendly" and "eco-friendly." With all that noise and inevitable confusion, marketers will find success for their green products by concentrating on the personal, rather than global, impact.

This contemporary success story is great news for anyone interested in green marketing and media, and it's a warning bell to any company aligning itself against this popular trend. Increasingly, the tide has become apolitical, and people are seeing green for what it is: good living and good business.

It's unlikely that many energy consumers know much about their energy company. However, many of us know every detail about our favorite teams -- it is this audience that provides such a powerful platform for sports to leverage sustainability efforts and communicate a green message to build their brands.

We all have this vague notion that organic is 1) better for the planet; 2) better for you and 3) more expensive but can't really define what organic means. That I blame on the overreaching efforts of the marketing community to try and capitalize on this still-emerging fascination with eco-friendly everything.

A farmer's initial experiment had become a thriving family-owned business, but his marketing plan needed a green-friendly makeover that would reflect the values of the business. Here's what we did.

These less visible, but influential companies are proving that online video is the future, while literally dispelling the myth that online video is garbage!

By targeting workers with a green message, a business will attain the highest possible level of engagement among staff, earn a reputation as a green (and great) place to work, and achieve the strongest competitive position when recruiting the next generation of talent.