Shine and fade

It's not a very complex idea, but probably needs explanation. We want to shine and twinkle, we want our projects to shine and twinkle, but forget that what gives the twinkle its twinkle is not just the shining: it is the fading and the shining, then bursting through the obscuration of light.

Shine that persists is glitz.
Shine that persists is glitz.

Glitz is on the TV, in the magazine, in the everlasting smile on Tony the Tiger's face. In reality, persistence isn't possible, of course; our life is cyclic, and uninterrupted shine that endures usually involves some toxic residue.

Suggesting that the persistent branding approach doesn't work for green products and services; it may be that it's well into the cusp of failing globally for conventional products as well.