This paper presents a case for the "Green" industry to take full control of how it is perceived in the marketplace. The development of the United States Green Building Council, the Association of Energy Engineers, and LEED buildings has created an industry focused on sustainable design and energy efficient buildings. Our efforts to spread "Green" design, however, created a specific brand. There has been remarkably little effort to identify what our brand is and even less of an attempt to market our brand. In order to thrive in a tumultuous economic and political environment, we must market and re-brand this industry through an accurate assessment of the current building landscape, an understanding of who our customers are and the challenges they face, and through improvement of past goals while constantly pursuing future opportunities.
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