Stories About Brand Strategy
Found 848 stories. Page 1 of 43.
A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change
BEHAVIOR CHANGE - Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
BEHAVIOR CHANGE - On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live in.
Mocktail Club Raises the Bar for Sophisticated, Sustainable, Socially Conscious (Non)Spirits
PRODUCT, SERVICE & DESIGN INNOVATION - Founder Pauline Idogho and her diverse team of BIPOC women have created a line of globally inspired, ready-to-drink, organic, non-alcoholic cocktails that support environmental sustainability and social health and inclusion around the world.
Sustainability Is Not Enough: Moving from Earth-Neutral to Earth-Positive
THE NEXT ECONOMY - To create real change and avert a climate crisis, we must move beyond earth-neutral and embrace earth-positive — and that starts with your narrative. Here are three ways to ensure that your business, your brand and your ethos are all earth-positive.
KLM Called Out for Misleading Claim That Travelers Can ‘Fly CO2 Zero’
WALKING THE TALK - A Dutch advertising watchdog has ruled that a recent ad telling the airline’s customers they could fly carbon-emission free is misleading.
Kraft Heinz Not Company Out to Upend Industry with AI-Driven, Plant-Based Food Innovation
PRODUCT, SERVICE & DESIGN INNOVATION - In partnering with TheNotCompany, Kraft Heinz aims to leverage its manufacturing and commercial capabilities, with the scale of some of its beloved global food brands, to reshape the food landscape and set a new standard for plant-based innovation.
There’s an Opportunity for Purpose Leadership in the Metaverse Gold Rush
THE NEXT ECONOMY - Companies getting into the gold rush of the metaverse can, like many before them in burgeoning industries, put profit first with little thought to the implications on society. Rarely have we been able to proactively factor in brand purpose and ESG planning into the early stages of an industry; and we have the unique opportunity to get it right this time around.
5 Ways to Turn Your Purpose into a Competitive Advantage
MARKETING AND COMMS - 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.’
Business ‘First Responders:’ How Can Companies Thrive While Solving for Relentless, Real-Time Crises?
LEADERSHIP - In his new book, “Lead With We,” Simon Mainwaring urges business leaders to adopt a ‘first-responder’ mindset — and provides a blueprint for a proactive, ‘prepare for anything’ approach that enables them to lead with purpose in an increasingly challenged world.
3 Key Drivers for the Regenerative Leadership We Need
LEADERSHIP - At SB’21 San Diego, leaders from a variety of industries and disciplines seemed to agree on three key drivers necessary for the regenerative leadership our world needs.
‘Lead With We’: How to Drive Business Growth Through Collectivized Purpose
LEADERSHIP - Business leaders are best positioned to facilitate meaningful change — not only for our bottom lines, but for the collective good. Together, we will create a transcendent practice of business that restores and protects the natural and social systems on which all our futures depend.
COP26: Maintaining the Momentum
WALKING THE TALK - Like Earth Day, COP26 might rally internal measures on sustainability issues right now, but how can businesses stay on course and maintain that passion and focus once the moment has been and gone?
'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
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?
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?
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.
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
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
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
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.
