It's Not Easy Being Green – But is it Profitable?

By Carl Gerhardt

I think the lesson learned from Kermit is that it is okay to be green, and it can even be good to have it in your marketing message. However, if you are not competitive in the rest of the value proposition it is not going to put more on your bottom line. “It’s not easy being green” was an important part of Kermit’s brand and marketing strategy, and it worked for him. Don’t let the emotional attachment to being a part of the green movement take over sound business management and marketing.

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Business Management - Sustainability

Carl Gerhardt Author's page Carl Gerhardt is the chairman of Alliance Franchise Brands LLC, the parent company of Allegra Network LLC and Sign & Graphics Operations LCC, and a world leader in marketing, visual and graphics communications, linking more than 600 locations in the United States, Canada and United Kingdom. The company’s Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. Its Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers.

Carl and his wife, Judy, owned and operated their own successful Allegra franchise for nearly 20 years before selling the $2.3 million operation in 2003. He is a PrintImage International/NAQP Honorary Lifetime Member and was inducted into NAPL’s prestigious Soderstrom Society in 2010 in recognition of his contribution to the industry.