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Green Fallout

The era when green marketing meant sunny logos and big environmental claims is over. Just ask BP.

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This story appears in the August 2010 issue of Entrepreneur. Subscribe »

When sweet, red crude began sticking to the marsh grass in coastal Louisiana in May, it was the end of an era for many people, including shrimpers, fishermen and a huge swath of the Gulf Coast tourism industry. But it was also, at least symbolically, the end of an era for the marketing world.

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