Here are samples of three major corporate brands trying to explain or claim to be “A world leading solar company” (Sharp), to “Build a smarter planet” (IBM) and “Helping prepare for the new energy future”.

The Shell ad

I like the friendly, easy-to-understand, eye catching illustration. The headline, it’s a little long with a big statement “…we’ll need to think the impossible is possible” and then the copy talks about CO2 and CCS technology, but nothing really makes a direct connection with our lives. So they talk about processes and technology, but in my opinion, the human connection is missing, and so is its effectiveness. I’m not sure a lot of people will be motivated to go to the website to find out how “Shell is helping prepare for the new energy future”.

The Sharp ad

It starts with a logo (good thing). Lengthy headline, but interesting fact. But the copy is boring and also way too long. Corporate verbiage such as, “To power the world on solar energy is an ambitious endeavor,” really doesn’t say much neither does it connect with the average fellow. I really don’t care if “you are ready for the change”. Just say you produce “over a quarter of the Earth’s total supply of solar cells.” Don’t bury it in fluffy copy. The layout is also very corporate and boring; it falls way short. The photo of the solar panels is so generic; it takes the power of the message away. I would it make a connection between what people think of the brand Sharp (electronics) with the other side of what Sharp is: a powerful player in clean energy. As they say: “Keep it simple…”

The IBM ad

I love this layout. So avant-garde, graphic, clean and Paul Rand-like. Too bad the illustration although beautiful, is hard to understand for the average fellow. It took me a while to realize it was a car on a maze. I like the headline too: “The roads to a smarter planet.” Nice. Too bad the first line of copy starts with: “In 2007, the world crossed an epochal threshold.” This really sets the wrong tone to tell a “smart” story. The explanations that follow make up a salad of cumbersome data and percentages. I just don’t buy it, sorry. The lBM logo sideways? Not so smart. These days, the key to communication is simplicity, authenticity, relevance, and above all, the connection. Step down from your pedestals guys, and talk to the people at their level. That’s how they like it and how they are doing it online.

It’s late. I’m going to sleep.

Please let us know your thoughts on these ads and green branding in general. To the ad creators, feel free to add your credits and comments.