Cut Carbon Champion
Cut Carbon Champion - Customer Loyalty
Cut Carbon Champion brand community
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Cut Carbon Champion’s brand evolution and its success will be primarily measured by the loyalty of the brand community it creates.
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The companies it partners with, will benefit from being an Australian first. Rarely does a brand transcend and benefit all people through the cycle of life.
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A successful brand community reflects a customer-centric company that understands what the customer values and the value the customer represents.
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A brand personality doesn’t exist because of the brand, it’s design or name, it exists between the people connected to the brand. The Cut Carbon Champion brand community will seek not only to garner share of mind but more importantly, share of heart.
Positioning Statement
‘Only Cut Carbon Champion connects companies and their products to their consumers on a carbon reduction platform that benefits everyone.
Rationale
Other carbon labelling schemes and their assessment methodology seeks to purely follow international standards. These labelling schemes are not specifically designed to act as a marketing tool. They are not created to align with retail marketing strategies that can enhance brand equity, to build loyalty, to increase sales and ultimately to covert consumer behaviour to join the cause for lower carbon emissions.
The Cut Carbon Champion Value Equation
Environmental Responsibility + Financial Rewards = True Value
Execution
Cut Carbon Champion offers participating companies in the scheme an evolving three stage strategy to elevate brand equity, increase market share and potential profitability through changing consumer behaviour positively, with the ultimate goal of lowering carbon emissions.
A key bonus is the development of a brand loyalty program to be activated in stage 3 that aims to increase repeat business and customer loyalty.
