Green Branding

One step forward, two steps back

<p>As I was preparing to write this, my first post at ATR, I received a fascinating email from the good folks at <a href="http://www.ospop.com/"><em>ospop</em>.</a>, a <a href="http://www.coolhunting.com/archives/2007/09/ospop_exclusive.php">buzzworthy</a> new bu

What your grandmother told you was wrong!

<p>Recently I was traveling for work in Italy and found myself sitting in a wine bar in Rome (as most would after a heavenly meal).&nbsp; I was having a wonderful discussion with a marketing friend from Proctor &amp; Gamble responsible for detergent sales in the country.&nbsp; I excitedly asked him about their cold-water detergent which is available in Italy - which cleans clothes equal

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