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Go green (but just don’t say it)

Emma Barraclough, Seattle

Savvy companies that want to tap into the burgeoning market for all things green should avoid the “planet, babies and daisies,” advertising trap, green branding consultant Jacquelyn Ottman told INTA corporate members yesterday.

Speaking at the In-House Counsel Luncheon, Ottman explained that companies wanting to get a slice of the U.S.’s $209 billion market for environmentally friendly goods and services—from organic food to low-energy lightbulbs—should follow a five-point strategy. At the top...

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