Devoted to branding and building and protecting brands

I’m old enough to remember the first “Earth Day”, 1970.  No knock on the Energy Star campaign, but wouldn’t it be a good energy-saving idea if more marketers would simply dial back on their selling materials – such as the wasteful tonnage of direct mail crap that still clogs in-boxes at the office and our mailboxes at home?  Yeah, I know, one person’s junk mail is another person’s “Eureka” moment.  But, really, in the era of Web 2.0 aren't there  greener ways to market and brand?