TerraLogos and Branding

Paper Summary:

In this article, the writer looks at TerraLogos Green Home Energy Services, Inc. that is a service-based company located in Baltimore, Maryland. The writer explains that this company provides advice to home owners and prospective home owners as to how to make a home healthier, more environmentally friendly and energy efficient. The writer also discusses that, because of TerraLogos's mission, the company is uniquely positioned to capitalize on current trends emphasizing the need for sustainable, greener home environments. Additionally, the writer looks at different branding and marketing efforts through which TerraLogos could market its services to consumers who are concerned about high heating and cooling costs, ventilation, mold, and other concerns.

From the Paper:

"After inspecting a home and advising, for example, a new home buyer about the need for a new central air system, the home inspector could refer the owner to TerraLogos, which could then provide an energy audit of the home, so that the new system could be installed in the most economical fashion possible to the customer, and reduce the global footprint of the home on the environment. All involved parties would benefit from this partnership--the owner would be glad to employ home inspectors that could give them a trusted referral to an energy-conscious company like TerraLogos, TerraLogos and the home inspectors would both benefit from the added business, and the consumer would prosper from the added savings.
"Another effective way for TerraLogos to brand itself as "your partner in home energy efficiency," might be to advertise in conjunction with home improvement stores that market green appliances and products, given that consumers surfing such sites might be overwhelmed at the many options for improving their homes, and desire professional advice. During the early stages of branding, even engaging in certain community service products at a 'cost' might be one way of demonstrating the TerraLogos's commitment to energy efficiency, its ethics, and also its ability to generate proven community services."

Sample of Sources Used:

• Davis, Lisa Silin "Builders return to class for lessons in 'green." The New York Times. 11 Aug 2007. 31 July 2008. http://www.nytimes.com/2007/11/11/realestate/11NATI.html?scp=10&sq=green%20housing&st=cse
• "Insurers paying to rebuild greener homes." MSNBC.com Jan 8, 2008. 31 Jul 2008. http://www.msnbc.msn.com/id/22559712/
• "Frequently Asked Questions on Home Inspections (FAQ)." American Society of Home Inspectors. (ASHI) Official Website. 2008. 31 July 2008.http://www.ashi.org/customers/faq.asp#3
• Prevost, Lisa. "How green can a huge house be?" 6 Apr 2008. The New York Times. 31 July 2008. http://www.nytimes.com/2008/04/06/business/06newreal.html?scp=19&sq=green%20housing&st=cse
• TerraLogos. Official website. 2008. 31 Jul 2008.http://www.terralogos.com/services/whatWeDo/index.html

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