Finding the Right Shade of Green

I got a number of e-mails about my “BP = Botched Positioning” blog earlier this week.

Some bravos. Several sharp elbows. And a universal question: Which industrial companies are leveraging their sustainability efforts, without painting themselves into a “green corner”?

Here’s one, I think: CSX. The commercial above has been running for a half year or more, and I still marvel at its persuasive simplicity and exquisite execution.

Clearly, we’re talking about subjective shades of verdancy here.

But I stick by my position: There’s a big difference between industrial companies that do “green things,” and industrial companies that, literally, paint themselves green.