"People don't buy plastic and paper, they buy emotions."
"You can't rely just on talent to win."
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Source: CNN Newsroom with Joe Johns, www.cnn.com. May 28, 2011.
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"Marketers... Can't simply put a more environmentally friendly package on the shelves and assume that shoppers will recognize and appreciate the change. If the goal is to drive preference or justify a price premium, the environmental benefit needs to be conveyed."