Political parties and major international corporations gather focus groups, engage top communications and image consultants to finely craft the corporate ideal and brand association.
Then, when they think they’ve got the image just right, they spend big on advertising and marketing “collateral” to drum the message home. Catchlines and phrases considered particularly catchy are copyrighted, as occasionally are colours.
So I wonder how the people at ANZ bank are feeling this week after their logo and “In Your World” catchphrase was hijacked by Greenpeace and replaced with”Polluting Your World”.
Greenpeace commissioned economic analysts to look at the investments of Australia’s major banks and found that while many were making sound investments in clean energy and winning sustainability and climate leadership awards, they were doing something else too – investing in coal mining and coal-fired power generation in volumes which massively eclipse their clean energy portfolios.
Bearing in mind that this year, for the second year running, there was more renewable energy installed globally than fossil-driven generation, you would think that the investment profile of institutions which make a play on their sustainability credentials would mirror this trend, or even exceed it.
Unfortunately, according to the Greenpeace-commissioned analysis, this just isn’t the case. ANZ, the study says, has invested $276 million in renewable energy in the last five years but $1.686 billion for coal.
I’ve written more on this sleight of hand over at the The Drum on the ABC. For another take on the Queensland state government’s billboard claims of being a solar state, I’ve been writing in Brisbane’s bmag on that.