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How are companies capitalizing on going green? Today in Monterey, California, "Sustainable Brands 08" has attracted over 500 branding, marketing and design strategists to share research and best practices, predict the future of sustainable marketing and set the bar for the future.

Jaqui Ottman, long time advocate for green marketing set the stage this morning by addressing the emerging concern for "Green Fatigue." She claims this is an outcome of marketing campaigns risking "greenwashing" rather than being authentically green and says it's happening too much.

Green will come to a screeching halt that will take 15 years to recover, 15 years that we don't have.

She then urged us to consider three key approaches and accompanied each with an example of a company that has embraced the strategy.

Focus on the primary benefits by linking to real consumer concerns - "No daisies, babies or trees!" People are concerned about the environment, heath and then the environment Ottman explained and pointed to the TOYOTA Prius campaign that promotes a quiet ride and fuel economy vs saving the planet.

Ottman's 2nd point was "transparency" and she pointed to - TIMBERLAND's eco-metrics label that shows information on renewable energy and links consumption to the carbon footprint.

Her last suggestion was to "start from the inside out "- HSBC's "There's no small change" campaign and Wal-Mart's focus on personal stories of employees dedicated to the environment revealed internal strategies intended to get a deeper commitment from employees.

Things are changing quickly but the tried and true marketing strategies remain valid. Building great products with strong values will continue to be what attracts customers but you have to do your homework and eco-innovation is key.

Future Strategies may be more difficult to attain and scare off those who are just using green as an angle to sell more products, but it's important to set the bar higher for companies with "authentic" sustainable values. First, encourage your clients to NOT buy more than they need and create longer lasting, higher value products that develop a longterm relationship with your client. Second, become a brand steward though deliberate examination of your product's complete life cycle. Third - promote responsible consumption - this point yielded Ottman's most memorable quote. "You've got to think like a beer marketer before New Year's Eve."