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Stories About Brand Strategy

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'Bringing Humanity Back to Business': 10 Insights from Paul Polman
'Bringing Humanity Back to Business': 10 Insights from Paul Polman

LEADERSHIP - Carol Cone — internationally recognized Purpose pioneer and host of the Purpose 360 podcast — spoke with the former Unilever CEO and fellow Purpose pioneer on the eve of the release of his new book, "Net Positive."

P&G, Walmart Collaborate on Interactive Experience to Help Guide Better Purchases, Habits
P&G, Walmart Collaborate on Interactive Experience to Help Guide Better Purchases, Habits

BEHAVIOR CHANGE - The two companies have teamed up to develop an interactive, educational and entertaining experience designed to educate families on how they can conserve resources in their homes with a few simple changes.

Why Does the SB Brand Transformation Roadmap Matter in an ESG-Driven World?
Why Does the SB Brand Transformation Roadmap Matter in an ESG-Driven World?

NEW METRICS - While ESG frameworks such as MSCI and Sustainalytics help investors spot and manage risks, the Brand Transformation Roadmap also helps companies account for social or environmental value and brand leadership — all are needed for a holistic sustainability strategy.

Sense & Sustainability: How Can Brands Foster Consumer Courage in Combating the Climate Emergency?
Sense & Sustainability: How Can Brands Foster Consumer Courage in Combating the Climate Emergency?

MARKETING AND COMMS - To foster courage in the face of crisis, empowerment through transparency, trust through intersectional action and a constant determination to iterate and improve can give hope and empowerment in a troubling age.

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Talking About Purpose Won't Transform a Brand; These 5 Skills Will
Talking About Purpose Won't Transform a Brand; These 5 Skills Will

WALKING THE TALK - From our work supporting leaders to deliver brand value through purpose, we’ve identified five skills that every brand leader now needs — but as yet, not enough have.

Rethinking How Brands Engage Pride, Worldwide
Rethinking How Brands Engage Pride, Worldwide

WALKING THE TALK - As we exit Pride month and look to WorldPride in August, it’s apparent that we’re at an inflection point for purpose — one that requires consistent corporate action that positively impacts LGBTQIA+ people no matter where they are in one’s workforce or world.

P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising
P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising

MARKETING AND COMMS - P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.

US Demand for CSOs Grew 228% in 10 Years, But Diversity Remains a Challenge
US Demand for CSOs Grew 228% in 10 Years, But Diversity Remains a Challenge

LEADERSHIP - The good news: According to a new report from the Weinreb Group, hiring of Chief Sustainability Officers surged in 2020 in the US, and women now account for 54% of CSO positions. The not-so-good news: The field remains overwhelmingly white.

Decoding Ocean Plastic for Brands: Small Details, Big Impacts
Decoding Ocean Plastic for Brands: Small Details, Big Impacts

CHEMISTRY, MATERIALS & PACKAGING - While the terminology soup of recycled plastic sourcing is daunting, at the end of the day every ton of plastic recycled and put back into a circular economy is part of the solution. The key for brands is to be clear and honest in communications with customers.

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How to Effectively Visualize Sustainability in Our New, More Empathetic World
How to Effectively Visualize Sustainability in Our New, More Empathetic World

MARKETING AND COMMS - There is an urgent need to move the visual language of sustainability forward, so being able to represent both technological and societal progress is key.

Value-Engineered Packaging: Does Your Packaging Reflect Your Brand Values?
Value-Engineered Packaging: Does Your Packaging Reflect Your Brand Values?

CHEMISTRY, MATERIALS & PACKAGING - Consider working with a packaging engineer the next time you release a new product or as you take steps to make your brand more sustainable. Customised packaging solutions create less waste, fewer emissions, and more savings to pass on to your customers. 

Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy
Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy

MARKETING AND COMMS - Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable.

Palm Oil — Redeeming an ‘Evil Crop’
Palm Oil — Redeeming an ‘Evil Crop’

SUPPLY CHAIN - In this excerpt from his new book, Honor Thy Label, Dr. Bronner's Gero Leson shares the company's years-long journey to establishing a stable supply chain for fair trade, organic palm oil.

SB’21 Asia-Pacific: In Asia, the Time for a Sustainable Recovery Is Now
SB’21 Asia-Pacific: In Asia, the Time for a Sustainable Recovery Is Now

THE NEXT ECONOMY - In many parts of Asia, COVID-19 is relatively under control; and the focus is on recovery. How the region responds, and how much companies push for a sustainable post-pandemic economy could influence the entire world, due to Asia’s place as the global driver of innovation and change.

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What Does It Really Mean to Call ‘Society’ Your Stakeholder?
What Does It Really Mean to Call ‘Society’ Your Stakeholder?

LEADERSHIP - For Sweden and its business leaders, an inclusive society and economy is both a matter of principle, and a source of resiliency and success over the long term. Of course, we’re not all Swedish — so how can others adopt the same mindset?

Rally Around One Purpose. Millions of Customers at a Time.
Rally Around One Purpose. Millions of Customers at a Time.

ORGANIZATIONAL CHANGE - Only 38% of companies self-report as being customer-committed; and therein lies the problem: The challenge isn’t *having* a purpose, but *living* that purpose. Here are four ways to ensure a customer-centered purpose impacts the very people it was intended to.

Why Brands Need Purpose to Survive, Now More Than Ever
Why Brands Need Purpose to Survive, Now More Than Ever

WALKING THE TALK - 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.

McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate

ORGANIZATIONAL CHANGE - To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say?

Research: In a Post-COVID 2021, Fashion Will Trend Toward Sustainability
Research: In a Post-COVID 2021, Fashion Will Trend Toward Sustainability

THE NEXT ECONOMY - Based on research conducted by the U.S. Cotton Trust Protocol in 2020, here are three trends we can expect from the apparel industry — as we emerge from COVID-19 and toward a more sustainable future.

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Strategies for Scaling Ocean Plastic Supply
Strategies for Scaling Ocean Plastic Supply

CHEMISTRY, MATERIALS & PACKAGING - Brand commitments are the engine driving recycled plastic’s transition to scale. Making recycled plastic content part of your brand story is hands down the most important way to move the needle.

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