Green Is as Green Does. Or Not

David Card | October 02, 2007, 09:08 AM

Oddly, there doesn't appear to be a drop of irony in this Wall St. Journal story about how Brand Connections is, among other things, buying up outdoor inventory near national parks and selling it to marketers who want to promote themselves as "green."

"You've got to do it in a way so you are not destroying what they perceive to be the environment; if you are providing them with information that they need, as a tradeoff, they will take the advertising," says Brian Martin, founder and chief executive of Brand Connections. "We just need to be careful. They don't want us to billboard-ize their outdoors."