Stories About Brand Strategy
Found 823 stories. Page 1 of 42.
Oatly’s Big Gaffe: Straying from Its Brand Purpose
MARKETING AND COMMS - If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story.
How to Future-Proof Brands and Create Culture Change in Challenging Times
MARKETING AND COMMS - Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands for Good initiative, and making “what people need” a core brand focus.
Lest We Forget: We Already Have a Blueprint for Safe, Healthy, Post-COVID Future
BUSINESS CASE - This pandemic throws a spotlight on the interdependences between business, nature and society. It may be tempting right now, when it is hard to see beyond the next few weeks, to dismiss the SDGs as a distraction. But they have been described as a “crowd-sourced purchase order from the future” *precisely because* they offer a tremendous business opportunity.
How to Fix Foresight in This ‘New Normal’
ORGANIZATIONAL CHANGE - COVID-19 has fragmented the future. Your best-laid plans may lie broken. But it is possible to bring order to a world of multiple, uncertain futures; and lay the groundwork for the reset we need.
How Being a Benefit Corporation Can Legally Protect a Company’s Mission
WALKING THE TALK - The rise of the benefit corporation is in direct response to shareholder primacy. Under benefit corporation frameworks governed by state law, corporations that operate according to a “doing well by doing good” ethos may be shielded from a range of acquisition tactics and shareholder suits.
The 3 Pillars of a Conscious Organisation
ORGANIZATIONAL CHANGE - A conscious organisation accepts that there are limits to profit and that it should not be the priority. This change is about future-proofing your organisation. It’s not an ‘if’ question — it’s ‘when.’
What 1,000 CEOs Really Think About Climate Change and Inequality
LEADERSHIP - To buy into a new vision of business, CEOs need to connect to it as people and write it into their own personal narrative of how their work fits into the world. They need to ask: What’s my legacy?
Transformational Goals in Corporate Strategy: A Review of the ESG Goals of 50 Global Companies
NEW METRICS - Transformational ESG goals seek to make changes across companies’ entire value chain and even society. But in a recent review of 50 of the Fortune 250 companies, incremental ESG goals are still the norm.
A Sustainable Tobacco Company? Philip Morris International Thinks It’s Possible
BEHAVIOR CHANGE - In its 2018 Sustainability Report, the tobacco giant explains how it is finding success creating a smoke-free future by transforming its business.
Finally! Companies Using the SDGs to Set Their North Star
ORGANIZATIONAL CHANGE - These companies will not only make a social difference — they will become an engine for good, attracting the partners, resources and revenues to put their businesses on a profitable path and scaling their potential for impact. A classic win-win, and a high-water mark for purpose.
Neil Gaught: Turning Aspiration Into Action
LEADERSHIP - With his award-winning book, Core, Gaught has bolstered the case for a radical rethink of the purpose of business by proving change is not only desirable but entirely possible.
Girlapproved: Connecting AI, Human Evolution and the Future of Business Success
ORGANIZATIONAL CHANGE - Girlapproved provides deeper causal understanding of not only where we are and how we got here, but how to chart a better course and how to turn the mother ship around, with practical steps to guide us.
Q&A: Simon Mainwaring on Teaching Companies to ‘Live to Serve Life Itself’
ORGANIZATIONAL CHANGE - Simon Mainwaring has an “all-hands-on-deck” sense of purpose — and that purpose is to help us find ours.
Sustana Group’s New Sustainability Strategy Highlights Environmental Stewardship, Sets Measurable Goals
PRESS RELEASE - Company Makes New Commitments to Create a Sustainable, Closed-Loop Fiber Future
A Four-Step Cycle for Strengthening Your Company Culture
ORGANIZATIONAL CHANGE - Strengthening a culture is not a one-off project; it is truly never-ending.
Top 5 Companies That Effectively Amplified Their Impact in 2018
MARKETING AND COMMS - As we wrap up work for the year and prepare for 2019, we reflected back on all that occurred this year within our niche realm of sustainability communications — and when looking back, it was apparent that 2018 was the year of brands taking stands.
Utopies: Localizing the Sustainable Economy
COLLABORATION - This is one of a series of interviews by students and alumni from the Minneapolis College of Art and Design (MCAD) with practitioners from the Sustainable Brands community, on a variety of ways organizations can, and are, Redesigning the Good Life.
What the Black Friday Climate Report Means for Companies
THE NEXT ECONOMY - The federal government hoped its Black-Friday release of a landmark report on the regional impacts of climate change might mitigate its media attention. It hasn't really worked: The report is still in the headlines over two weeks later. It’s not just consumers that care. A recent NAEM trends report found that in boardrooms across the country, companies are committing to addressing the climate challenges of our time by setting and meeting ambitious climate goals.
Trending: Regenerative Sourcing, Circular Models Revamping Fashion
COLLABORATION - This week, two fashion giants with extensive brand portfolios announced partnerships that show promise for cleaning up “dirty fashion.”
Q&A: How Social Design Is Creating New Markets, More Engaged Cultures
ORGANIZATIONAL CHANGE - This is one of a series of interviews by students and alumni from the Minneapolis College of Art and Design (MCAD) with practitioners from the Sustainable Brands community, on a variety of ways organizations can, and are, Redesigning the Good Life.
