Stories About Brand Strategy
Found 879 stories. Page 1 of 44.
Crate Uplevels Sustainable Packaging with World’s First Label-Less Wines
CHEMISTRY, MATERIALS & PACKAGING - Crate aims to shake up the industry — where most of the sustainability discussion is about the impact of plastic in packaging, but little acknowledgement that paper labels are also part of the problem.
Recenter and Accelerate: Japanese Brands Discuss Future-Proofing the Country’s Economy
THE NEXT ECONOMY - “How is the world transforming itself, and how is that going to be linked to corporate activities? We need to achieve symbiosis with that.” — Akihiro Inatsugi, Bridgestone
The Ugly Company Raises $9M to Grow Market, Capacity for Upcycled Fruit Empire
WASTE NOT - The dried fruit snack maker is on a mission to put a dent in the massive produce waste issue on farms in California’s Central Valley, while teaching consumers the value in ‘food waste.’
The Many Hats of a Sustainable Marketer
MARKETING AND COMMS - Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way.
Understanding the Important Difference Between ESG Risk and ESG Impact
FINANCE & INVESTMENT - It is important to know the difference between these terms — and the potential for there to be some divergence between how a company performs on either measure. A company with a high impact rating and low ESG risk doesn’t necessarily mean it’s a great investment opportunity.
Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change
BEHAVIOR CHANGE - By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.
Anheuser-Busch Brings ‘National Recycling League’ Action to Super Bowl LVII
BEHAVIOR CHANGE - Every beverage container recycled through gamified reverse vending machines will give fans an instant prize and qualify them to win NFL season tickets.
It’s Not Easy Being Green: How to Avoid the Many Shades of Greenwashing
MARKETING AND COMMS - With keener public awareness and growing scrutiny of brand sustainability claims, greenwashing hasn’t gone away but become a ‘many-headed beast.’ Experts weigh in on the best way forward for brands.
From Messages to Painted Pictures: How Storytelling Drives Social Purpose
MARKETING AND COMMS - Messaging is about telling an audience something; storytelling shows them something. Engaging social-purpose storytelling can shape the way people think and feel, and motivate them towards a desired action.
Global Citizen, Authentic Team Up to Rally Consumers to Help #EndExtremePovertyNOW
MARKETING AND COMMS - The strategic initiative will include impact-focused brand activations and products to engage consumers in Global Citizen’s mission to end extreme poverty.
Brands Grapple with Sustainable Growth in Crowded, Stalling, Alternative-Protein Market
THE NEXT ECONOMY - Industry players must keep making their products even more attractive, appeal to older generations and bring down costs. Only then can we address the significant environmental impacts of animal agriculture while satisfying the meat-loving masses.
Brand-Led Culture Change Key to a Flourishing Future
BEHAVIOR CHANGE - By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.
Food vs Pharmaceuticals: New Study Highlights Power of Nutrition Over Pills for Improving Heart Health
THE NEXT ECONOMY - Founded by cardiologist Dr. Elizabeth Klodas, Step One Foods is aiming to change the paradigm in the US from treating high cholesterol and heart disease with drugs to the ancient wisdom of using food as medicine.
L'Oréal USA Product Labeling System Aims to Educate Consumers About the Environmental Impact of Products
MARKETING AND COMMS - New survey finds 83% of US consumers value brand product transparency, but only 47% feel they have the information to make sustainability-based purchasing decisions. Impact labeling will begin with Garnier products and roll out progressively across L'Oréal's brand portfolio.
The V Model: Validity, Vulnerability and Elon Musk
MARKETING AND COMMS - The financial and reputational freefall that Eli Lilly experienced in the first few weeks of Musk’s tenure as Twitter chief illustrated an underappreciated factor in an organization’s level of vulnerability: validity. Companies need a risk model that includes the key elements of vulnerability — and that helps them take precautions, set up checkpoints and plan for contingencies.
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good
MARKETING AND COMMS - BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims.
Harnessing the Power of Social Media for Good Delivers Brand Trust and Loyalty While Driving Meaningful Change
MARKETING AND COMMS - When done thoughtfully, brands can use social media to champion sustainable living and generate positive outcomes that are favorable to people, the planet and their overall business results.
New Menswear Brand Out to Remind Industry That Nature Is the Ultimate Luxury
CHEMISTRY, MATERIALS & PACKAGING - Men’s apparel startup HyperNatural is aiming to subvert the industry’s reliance on synthetic materials with its unique fabric made from a blend of recycled and organic waste streams. While it’s still ironing out circularity kinks, the brand is determined to not make perfection the enemy of progress.
New Metrics, New Narrative, New Models Reflect New Approaches to Ensuring Targeted Impacts
NEW METRICS - 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.
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
BEHAVIOR CHANGE - COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.
