Ideas on Raising Profile of Green Branding Issues

On the environmental blog site TreeHugger, the famous marketing man Seth Godin has agreed to an interview. He injects ideas on raising profile of green branding issues such as 'Global Warming' and 'Hybrid Cars'.
A quote:

Acid rain is a much more powerful story. Acid = death and rain is omnipresent and supposedly pure and lifegiving. Put them together and you get something that feels tangible and an emergency.

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