ENERGY STAR^®: Maintaining Brand Integrity

How the brand synonymous with energy efficiency entrusts Cadmus with maintaining its integrity and consistency

ENERGY STAR^® is a voluntary U.S. Environmental Protection Agency (EPA) program that delivers environmental benefits and financial value through superior energy efficiency. For two decades, the ENERGY STAR^® brand has been a driving force in shaping public opinion of energy efficiency and sustainable living. It has become the standard by which many Americans measure products, their homes, and the buildings they work in.

Challenge

The ENERGY STAR^® brand faces specific challenges in an evolving market, where consumer attitudes and values are constantly changing and alternative programs filling a similar role have become increasingly popular. Garnering greater consumer awareness and understanding while staying true to ENERGY STAR^®’s core identity has required solutions based on careful consideration and planning. Cadmus was tasked by EPA with supporting the advancement of the ENERGY STAR^® brand in this complex environment, while monitoring and maintaining its integrity and continuity.

Solution

Cadmus has supported EPA in numerous roles to best manage the ENERGY STAR^® brand. Today, this work includes diligently monitoring brand use across multiple channels, such as trade media, print ads, on websites, and in point of purchase materials at retail locations. We also respond to consumers, partners, and other stakeholders who bring possible trademark infringements to the attention of EPA. In conjunction with its monitoring activities, Cadmus takes a proactive approach by developing brand guidance for partners that includes logo use, example messaging, and suggested imagery.

In addition, Cadmus has played a central role in reviewing EPA’s creative and messaging content to consistently maintain brand integrity. Cadmus has managed the program’s content output and advancements, like the ENERGY STAR^® logo overhaul in 2000, to ensure production is consistent with ENERGY STAR^® brand standards.

Cadmus’s team-based approach has meant that multiple partners oversee and participate in relevant studies, analyze results, and apply key findings to brand support. Assessing opportunities for the brand to evolve in addition to its market and programmatic needs, Cadmus continues to bring insightful recommendations to EPA and advance the ENERGY STAR^® brand.

Results

Cadmus has supported EPA’s ENERGY STAR^® program for more than a decade, helping EPA develop the ENERGY STAR^® label into a brand with high recognition and influence. More than 85 percent of the American public recognizes the ENERGY STAR^® label and more than 40 percent of U.S. households knowingly purchased an ENERGY STAR^®-labeled product in the past year. Of these purchasers, 75 percent report the label as influential in their purchasing decision. According to a Fairfield Research study conducted for Good Housekeeping in July 2011, the ENERGY STAR^® label is tied with the Good Housekeeping label as the most influential consumer emblem.