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brand transparency- patagonia (39.53264411091661 , -119.78668212890625) It might be tempting for a brand that's built a reputation for environmental concerns to rest on its laurels and continue on with the same old strategy.

However, that's not the case with Patagonia, who despite building a brand that's focused on supporting the environment, it's recently turned its attention to the eco-footprints of its products.

There's a dedicated space on its website that examines the footprints of four of its products.



While this is a very limited selection of its total SKUs, the manner and honesty in which the information is presented is refreshing for the following reasons.

1. It explores the breadth of the issue from materials to transportation

2. They acknowledge that things aren't perfect

3. They highlight the fact they want to improve

4. They encourage others to comment

5. The translate the impact into language we can all understand- the energy to produce a rain jacket is the same as leaving a regular lightbulb on constantly for 42 days!!

It would be good to see other brands follow Patagonia's lead.


Posted by Ed Cotton While veteran vodka brand Absolut was busy launching its latest ad campaign, upstart Vodka 360 was just coming out of the gate. Absolut might not fear 360, but this new brand is focusing single-mindedly on the environment as a platform. From the process to the packaging; 360 is trying to be squeaky "green".

360 may get its 15 minutes of fame, but ultimately the brand leaders, like Absolut, will integrate environmental values into their brand.

It's all about timing and trying to second guess the tactics of your largest competitors.

360 hopes that the brands are slow and challenged; Russian brands might have a tough time persuading anyone that they are green, but this could be easier for the Scandinavians