Monday 19 January 2009

Brand recycling

Michael Beverland, marketing professor at RMIT University in Melbourne, writes that recycling a company’s symbolic as well as substantive value of brands can create substantial opportunities.

Brands can reinforce their brand image by using material that would otherwise end up on landfill sites. Any brand-related refuse is determined by the symbolic value of the brand. Beverland gives the example of the Morgan Motor Company which not only recycles traditional renewables (leather, steel), but also the ash frames and decades-old wood of its sports cars and turns them into “piece of history” writing instruments and accessories, such as pens and USB flash drives, complete with a wooden case and authenticity certificate.

For Morgan Motor’s recycled accessories see here. For more creative recycling ideas see here and here.

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