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  • As must read for any marketer. Mark Ritson: 10 lessons all marketers should take from Direct Line’s brand strategy ,
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Dell leading green brand

Great news, especially given all the hard work we have been doing to Green Dell.

According to Michael Gale, president of Strategic Oxygen, "As we watch companies make financial commitments to the environment with innovation and marketing, it is interesting that the differentiation among the various brands is so small. However, given Dell’s long-term and consistent commitment to sustainability, I am not surprised to see it at the top. The challenge is going to be building differentiated value over time."

GreenFactor is the first research to document and track what the top green buying attributes are for the B2B tech sector and which companies are perceived by IT buyers as getting it right. Today’s research findings, when coupled with the July study, have identified two distinctive segments that IT buyers use to judge companies – "Brand Products" and "Brand Operations."

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