Stories About Brand Strategy

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Global Citizen, Authentic Team Up to Rally Consumers to Help #EndExtremePovertyNOW
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
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
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
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.

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L'Oréal USA Product Labeling System Aims to Educate Consumers About the Environmental Impact of Products
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
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
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
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
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.

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New Metrics, New Narrative, New Models Reflect New Approaches to Ensuring Targeted Impacts
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
‘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.

McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’
McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’

MARKETING AND COMMS - Through collaborations with Roblox and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a fun way to help younger audiences understand the problems with conventional farming and the benefits of regenerative practices.

Consortium of Venue Groups Launches Sustainability Platform for Large Arenas, Halls, Convention Centers
Consortium of Venue Groups Launches Sustainability Platform for Large Arenas, Halls, Convention Centers

ORGANIZATIONAL CHANGE - The GOAL platform aims to standardize sustainability reporting and processes across some of the US’s largest public gathering spaces — and entice the rest to come aboard.

Recession or Not, Brands Must Go Long on ESG
Recession or Not, Brands Must Go Long on ESG

WALKING THE TALK - Rather than undoing years’ worth of progress, brands must double down on ESG strategies that can (and will) continue to bear fruit.

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Why Employees Are 12x More Likely to Recommend Purpose-Driven Brands
Why Employees Are 12x More Likely to Recommend Purpose-Driven Brands

MARKETING AND COMMS - In a world where the mistreatment of employees, supply chain workers and/or the planet will quickly go public through a social post or a company review, ensure your organization’s internal beliefs and behaviors align with your external actions and communications.

Cultivating Serendipity for Innovation, Impact and ‘Smart Luck’
Cultivating Serendipity for Innovation, Impact and ‘Smart Luck’

LEADERSHIP - Serendipity is about potentiality — it’s about connecting the dots. Once we look at the world less in terms of limitations and more in terms of opportunity, perceived liabilities can become assets; and a situation is reframed from one of passivity and powerlessness to one of activity and opportunity.

BCLC: How a Gambling Corporation Transformed into a Social Purpose Company
BCLC: How a Gambling Corporation Transformed into a Social Purpose Company

ORGANIZATIONAL CHANGE - A gambling corporation may seem like the antithesis of ‘social good;’ but for BCLC, this is exactly why a gambling company should pivot to a social-purpose model: “People can look and say, ‘Hey, if a gambling company can bring in a social purpose; then, surely my company can do this as well.’”

Recurate’s Inaugural Resale Report Highlights Goldmine in Brand-Owned Recommerce
Recurate’s Inaugural Resale Report Highlights Goldmine in Brand-Owned Recommerce

THE NEXT ECONOMY - Many brands that offer pre-owned merchandise through their own retail channels initially do it for sustainability reasons — to keep useful products out of landfills. While that is an important benefit of recommerce, thinking of it only in those terms is overlooking major business opportunities.

How to Build a Whole Brand — and Why You Want to
How to Build a Whole Brand — and Why You Want to

MARKETING AND COMMS - Holistic thinking has a positive impact on a brand’s market share and ensures it stands on the right side of history. Brands that solely rely on marketing will be severely disadvantaged, especially as more and more consumers choose brands that align with their values over ones that don’t.

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Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team
Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team

MARKETING AND COMMS - When companies miscommunicate sustainability information, there is usually no malicious intent but poor internal communication. Your marketing team will want to shout from the rooftop how sustainable your business is; but in a rush to do so, it can harm your brand — the very thing they have vowed to protect.

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