Do you remember when food got lighter a few years ago? Lite. Fat-Free. It was confusing at best.

I think the Green Movement has hit this same level of marketing positioning. It's both an opportunity and a challenge. Joel Makower at Greenbiz.com describes the challenge of marketing a green business:

We know what "good enough" is for green buildings — there’s a standard for that — but not for green businesses.

Being able to brand and market a company as a sustainable business is powerful, but only if it meets the criteria. What does this mean for small businesses?

Read more about marketing green and sustainability here.

About Chris Brown: Since 1998 when she started her marketing firm. Chris has helped small and medium sized companies with improve their marketing to get better sales results. For 17 years prior to that, she helped large Fortune 500 companies with their marketing efforts. She likes making a difference and sharing her knowlege.