Greenfornia|Pick up, Recycle, don’t go backwards.

Green Marketing costs a whole lot of green(cash). A number of companies have worked hard to create a greener image, and that image has some fairly high expenses, with no real understanding if there are going to be high rewards.

Take BP: the third-largest oil company in the world. Once British Petroleum, in 2000 they rebranded “Beyond Petroleum” with a new age fuzzy sun logo. They spent $200 million on a worldwide advertising blitz and won a truckload of industry awards. - Vancouver Sun

When you take a look a the www.bp.com website, you’ll notice a few things, first, there tab for “environment and society” becomes before their products.  Second, they have very few references to “petroleum”, clearly rebranding themselves “BP”.