Barkley is an independent creative idea company who builds whole brands for modern consumers.
Barkley
Barkley is an independent, creative idea company committed to knowing the modern consumer better than anyone and on a mission to build more whole brands: brands that treat everything they do as the brand. This is done through three idea centers: strategy, design and activation. At Barkley, we know brands that stand for something greater than their bottom line — and prove it inside and out — are brands that earn a competitive advantage. We build whole brands by assessing the biggest impacts of the brand's business; uncovering the values, needs and expectations of customers, employees and investors; and building purpose-based plans that drive action across their organization to future-proof their business.
New Metrics, New Narrative, New Models Reflect New Approaches to Ensuring Targeted Impacts
2 months ago - One of many recurring themes at SB’22 San Diego was the need for a new lexicon and new metrics for the regeneration movement, which more accurately reflect the level of work and transformation needed to not only avert climate collapse but to enable a flourishing future for all.
Why Employees Are 12x More Likely to Recommend Purpose-Driven Brands
3 months ago - In a world where the mistreatment of employees, supply chain workers and/or the planet will quickly go public through a social post or a company review, ensure your organization’s internal beliefs and behaviors align with your external actions and communications.
How to Build a Whole Brand — and Why You Want to
5 months ago - Holistic thinking has a positive impact on a brand’s market share and ensures it stands on the right side of history. Brands that solely rely on marketing will be severely disadvantaged, especially as more and more consumers choose brands that align with their values over ones that don’t.
2022 State of the Whole Brand Report Released by Barkley; Reveals How Whole Brands Dominate the Market and Win with Consumers, Investors, Employees
5 months ago - Independent creative idea company Barkley has released its third annual State of the Whole Brand report and research study, “How to Build a Whole Brand. Right Now.”
Barkley Client FOTL, Inc. Achieves 40% Reduction in Greenhouse Gas Emissions in Own Operations Worldwide
5 months ago - Fruit of the Loom, Inc. announces a 40% reduction in GHG emissions at its own operations worldwide, on track to reach approved science-based target of 50% by 2030
Profit, Performance and Impact: The Success Criteria of a Whole Brand
10 months ago - The reality of living in a capitalist society is that we can't simply cut off the production of products and services; the brands that will succeed in the upcoming decades will be those that function holistically, with sustainable actions built in.
Sustainability or Spin? Why Straight Facts Matter Most
10 months ago - As demand for better brands continues to increase, we can expect an exponential increase in two things: ‘green’ brand claims and the level of public scrutiny. Before your brand team loses time, money and precious brand equity, check out this summary of resources to help you stay the course.
5 Ways to Turn Your Purpose into a Competitive Advantage
1 year ago - An intentional purpose will be unique to every company — based on your history, culture and the role you play in your customers’ lives. But, based on our interviews with leading purpose-led companies, here are five common themes that can inspire your own ‘purpose advantage.’
The Purpose Advantage: How to Activate Purpose to Build New Brand Value
1 year ago - Join us at SB’21 San Diego on Monday, October 18th — for a 2-hour workshop designed to arm every participant with the ideas and tools necessary to create a more powerful and purposeful brand.
The Purpose-Action Gap: The Business Imperative of ESG
1 year ago - In a recent study, we discovered shifts in thinking from both brand and consumer values: The gap between what they believe and how they are acting on such beliefs is narrowing, particularly when brands make sustainability accessible and affordable.
SB’21 Trend Watching: Brands’ Role in Reshaping the World in 2021 and Beyond
1 year ago - At SB’s latest Trend Watching event, experts across a variety of fields and industries offered insights into how purpose-driven brands can effectively activate on everything from marketing to effective leadership to climate justice in our post-pandemic world.
Why Brands Need Purpose to Survive, Now More Than Ever
2 years ago - We believe there is a purpose-profit loop, where conscious companies have better odds of actually creating more impact *and* more profit. Here is why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only constant.
Colliding Work, Personal Values Underscores Need for Purpose-Led Brand Culture
2 years ago - Brands that empower their employees to act with them in their sustainability plan — and let their brand culture guide the creation of that plan — reap benefits. To foster a purpose-led brand culture, brands need to fuse these five elements ...
Win Inside to Win Outside: Why Company Culture Is Key to Accelerating Your Sustainability Goals
2 years ago - Only 35% of consumers say that working for a purpose-led company is one of the ways that they engage in behaviors to improve their impact on the world. But 81% believe it’s important for their organization’s values to align to their own. We call this gap between values and action the Brand Culture Action Gap™.