Stories About Brand Strategy
Found 938 stories. Page 1 of 47.
Best Paw Forward: Turning Companywide Commitment into Purpose-Driven Performance
LEADERSHIP - While many companies now understand the value of dedicated ESG leadership, there remains no real playbook for how to get started. Here’s how ESG practitioners can standardize sustainability-forward operations and innovation across workstreams.
Content Creators Hold Back on Promoting Sustainability Amid Greenwashing Fears
MARKETING AND COMMS - Unilever study uncovers barriers influencers face around creating sustainability content. The company is partnering with climate-focused nonprofits and launching a Creator Council to help address these barriers.
Reports Lay Out the True Cost of Frequent Flyer Programs, Private Jets
THE NEXT ECONOMY - Frequent flyer reward programs encourage flyers to emit up to 34x their lifetime carbon budget; while flying private can pollute up to 30x more than a standard flight.
How to Win Big with a Recycling Challenge
WASTE NOT - Last year, we set the record for World’s Largest College Recycling Event; but we didn’t want this to be a one-time win. So this year, we’ve recruited new partners to heighten the competition and increase the impact.
Could AI Root Out the Greenwash Marring Sustainability Communications?
MARKETING AND COMMS - It's about to get more costly for companies that exaggerate environmental and social claims in their communications. But what if artificial intelligence could eradicate greenwash forever?
Mercari: Brands Would Do Well to Join the ‘Resale Revolution’
THE NEXT ECONOMY - Younger consumers are pushing resale into mainstream retail; and it’s changing how brands, platforms and other services that support commerce support and strategize around it.
Sky to Boost 5 More Behavior-Changing Startups with £2M Ad Push
MARKETING AND COMMS - Now in its third consecutive year, the Sky Zero Footprint Fund fosters the power of TV advertising to tackle climate change through campaigns that drive sustainable behavior change.
Social Purpose at BCLC: What We’ve Learned and Where We’re Going
ORGANIZATIONAL CHANGE - Even though a social-purpose model seemed like a natural fit for BCLC, we knew there would be many questions to answer before we could start to deliver on a social purpose. Now, we are reflecting on some of the key steps and insights gained through our approach.
How Fusing Purpose and Employee Experience Is Creating ‘Win-Wins’ for the Greater Good
ORGANIZATIONAL CHANGE - A positive company culture provides a foundation for an organization’s beliefs, values and business approach. But this can only be sustained by staying true to the company’s core values.
7 Ways to Create Buzz Around Your Sustainability Work (No Greenwashing Required)
ORGANIZATIONAL CHANGE - Now’s the time to take all that effort and integrate it into fun engagement opportunities for both your workforce and your brand’s biggest fans. Here are our seven favorite ideas for doing just that.
Authentic Purpose: How Bruce Katz, Founder and CEO of Rockport Shoe Company, Ignited My Purpose Journey
WALKING THE TALK - I learned a tremendous amount about creating an authentic purpose from Rockport’s journey. Together, we created one of the first purpose-driven companies. Thank you, Bruce, for that opportunity.
Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation
MARKETING AND COMMS - This year's awards recognized a historic number of climate-related campaigns; but as an industry, we continue to talk in circles.
Study: Billions in Brand Value at Risk If Sustainability Perceptions, Performance Are Unaligned
MARKETING AND COMMS - New research quantifies the financial value of sustainability perceptions for hundreds of the world’s biggest brands — and the substantial risks of not living up to them.
Community-Inclusive Supply Chain Helping Regenerate Ecosystems, Economies in South Asia
THE NEXT ECONOMY - By thinking of suppliers more as business partners, companies such as Tengri are creating new models for ethical, regenerative supply chains.
Outvertising to Brands: Stand Your Ground This Pride Month
WALKING THE TALK - As the advocacy group asserts: ‘This is a time that calls for commitment and courage. Your action can be made in the sound knowledge that you have the majority behind you.'
New Vattenfall Campaign Illustrates Clean Potential of Fossil-Free Hydrogen
CLEANTECH - The ‘Industrial Emissions Face Mist’ is made from wastewater from a factory powered by fossil-free hydrogen. The emissions are so clean, they could become part of your skincare routine.
‘Secret Agents of Change’ to Take Over Cannes Lions to Root Out Greenwashing
MARKETING AND COMMS - Creatives for Climate’s ‘secret agents of change’ will be prowling the festival calling on individuals, agencies and brands to tackle greenwashing at the source.
Tony's Chocolonely Unveils Future-Proof Legal Structure to Protect Its Company Mission
WALKING THE TALK - The impact-driven chocolate brand hopes that Tony's Mission Lock will provide inspiration to other companies looking to protect their mission for the long term.
Lessons in Brand-Led Culture Change: Righting Wrongs, Scaling Impact and Recovering from Pushback
MARKETING AND COMMS - As Brand-Led Culture Change drew to a close, a number of insightful discussions got down to brass tacks and shared lessons learned while facing a number of nearly ubiquitous brand challenges.
Uncertain Times Require Decisive Brand Action: Blazing New Trails in Brand Activism
MARKETING AND COMMS - On the final morning of Brand-Led Culture Change, keynote speakers tackled topics ranging from impactful partnerships and walking your ESG talk to the role of brands in creating a new ‘American Dream.’
