Story

Green My AppleSteve Bridgernfp2

www.flickr.com/photos/66025621@N00/449840024/

Steve BridgerSteve Bridger

The CharactersThe Characters

AppleApple GreenpeaceGreenpeace

How do you frame criticism of Apple

without smearing the community you most

need to influence?

The Challenge...

Greenpeace decided to use Apple's greatest strength – their customers’ loyalty

Greenpeace decided to use Apple's greatest strength – their customers’ loyalty

www.flickr.com/photos/giona/sets/72157601099650712/

“People are the killer app of the web”Google’s David Glazer, March 2008

“People are the killer app of the web”Google’s David Glazer, March 2008

www.apple.com/hotnews/agreenerapple/

People power begins to bear fruit...People power begins to bear fruit...2 May 20072 May 2007

Give people what they want – appeal to their idealsGive people what they want – appeal to their ideals

Trust them to do good & reward good contributionsTrust them to do good & reward good contributions

Reassure with language, tone and calls to actionReassure with language, tone and calls to action

Old: Join us because we kick ass Old: Join us because we kick ass

New: Join us because we want you to kick ass New: Join us because we want you to kick ass

Thank you

Download book for free at www.winners-and-losers-in-a-troubled-economy.com