SB'22 San Diego - New Speakers, new sessions!

Stories About Brand Strategy

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Timberland Reforestation Program Slowly Sowing Seeds of Change in Haiti
Timberland Reforestation Program Slowly Sowing Seeds of Change in Haiti

COLLABORATION - Timberland has long been one of the more proactive and socially responsible companies within the apparel industry, and this commitment has continued since its acquisition in 2011 by the multinational VF Corporation. The outdoor gear company has launched a bevy of social responsibility programs across the globe and reports on its environmental, social and governance progress quarterly. Now, leading up to the five-year anniversary of Haiti’s devastating earthquake on January 12, the company is promoting the work it has done to help the Caribbean nation rebuild.

How England Took Its First Rugby World Cup: A Lesson in Marketing Sustainability
How England Took Its First Rugby World Cup: A Lesson in Marketing Sustainability

MARKETING AND COMMS - On a balmy Sydney night in November 2003, a squad of 31 English rugby players fulfilled their dreams. They won England's first rugby World Cup, led by a brilliant coach, ex IT-leasing company founder, Clive Woodward. Their journey under his leadership can teach us a lot about where we've gone wrong marketing sustainability.

Creating Brands of Enduring Value: The 5 Trends Shaping CMO Success in 2015
Creating Brands of Enduring Value: The 5 Trends Shaping CMO Success in 2015

PRODUCT, SERVICE & DESIGN INNOVATION - The new buzzword among CEOs, entrepreneurs and ecologists is the idea of resilience: building the values, systems and behaviors within businesses and brands to cope with uncertainty and constant, disruptive change.From data breaches and hacked emails to information abundance and lightspeed digital evolution, uncertainty abounds.CMOs are at the center of these dynamics, balancing the complexities of brand reputation, consumer trust, instantaneous social media critiques, hyper-customization and, of course, business sales and growth.So, as we look to 2015, how can CMOs leverage these dynamics for competitive advantage and create enduring brands that deliver more value for consumers, employees, shareholders and society?

Diageo Sets New Responsible Drinking, Social and Environmental Goals for 2020
Diageo Sets New Responsible Drinking, Social and Environmental Goals for 2020

SUPPLY CHAIN - Global alcoholic beverage company Diageo—maker of such iconic brands as Guinness, Bailey's, Tanqueray and Johnnie Walker—has announced 20 new sustainability and responsibility targets in three core areas to be achieved by 2020: leadership in alcohol in society, building thriving communities and reducing environmental impact.The targets draw on the company’s achievements to date and are aligned with the emerging United Nations Sustainable Development Goals. Diageo says the targets focus on the areas of greatest material impact to its business and represent an evolution of its approach to better measure and evaluate the tangible difference its programs make to people’s lives.

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Panera Bread Reports Strides in Achieving Its Standard for Responsibly Raised Livestock, Poultry
Panera Bread Reports Strides in Achieving Its Standard for Responsibly Raised Livestock, Poultry

PRODUCT, SERVICE & DESIGN INNOVATION - Panera Bread today offered details regarding its progress on sourcing only responsibly raised livestock and poultry, following the introduction of its new Food Policy in June.As part of Panera’s commitment to have a positive impact on the food system and provide transparency, the company is sharing progress on further reduction of antibiotic usage and confinement for farm animals in its U.S. supply chain for Panera Bread and St. Louis Bread Company bakery-cafes.

Chipotle Leads with Sustainability to Maintain Brand Sheen
Chipotle Leads with Sustainability to Maintain Brand Sheen

PRODUCT, SERVICE & DESIGN INNOVATION - While the fast-food business in the United States remains sluggish and roiled, eco-conscious burrito chain Chipotle has experienced rapid and relatively smooth growth through the recession and, especially, since then: Same-store sales rose by 20 percent last quarter. But lately the chain has demonstrated a few chinks in its tortilla wrap even while it also has stepped up its sustainability efforts.

E.ON Announces Shift to Renewables as Part of Bold New Corporate Strategy
E.ON Announces Shift to Renewables as Part of Bold New Corporate Strategy

LEADERSHIP - German power and gas giant E.ON has announced it will now focus on renewables, distribution networks and customer solutions, and spin off its conventional generation, global energy trading, and exploration and production businesses into a new, independent company (“New Company”), a majority of which will be spun off to E.ON SE shareholders.“I’m pleased that the Supervisory Board unanimously approved the Board of Management’s proposed new strategy, which will give our employees and our investors clear prospects in two strong companies that are viable for the future,” E.ON Supervisory Board Chairman Werner Wenning said.

#SB14London: Barry Digs Deep Into Challenges, Lessons Learned as M&S Embarks on Next Phase of 'Plan A'
#SB14London: Barry Digs Deep Into Challenges, Lessons Learned as M&S Embarks on Next Phase of 'Plan A'

ORGANIZATIONAL CHANGE - As Marks & Spencer’s Plan A programme moves into a new phase — that of engagement — the company’s director of sustainable business, Mike Barry took to the stage Tuesday evening at SB ’14 London to offer his insights into how companies can build long-term, restorative models that are as much about inclusivity as they are profitability.

Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning
Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning

MARKETING AND COMMS - This Monday afternoon workshop offered great insight into the way innovative and successful companies have made the transformation from a culture of Storytelling to one of “Storydoing.” For those not familiar with the term, Ty Montague (author of True Story: How to Combine Story and Action to Transform Your Business) set the scene by doing just that, and telling us a story.

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#SB14London: How to Tell a Sustainable Brand Story Your Customers will Listen To
#SB14London: How to Tell a Sustainable Brand Story Your Customers will Listen To

MARKETING AND COMMS - In a workshop on Monday morning, day one of SB ’14 London, Futerra’s Head of Brand Strategy, Daianna Karaian, and Marketing Manager Stuart Duncan shared several guidelines on customer engagement and suggested a 4-step strategy to effectively enhance customer–brand relationships. Starting point: Companies need to involve their customers while communicating their brand promise in order to get their attention and consideration for future purchases.

#SB14London: Why Brands Should Be Talking Sustainability
#SB14London: Why Brands Should Be Talking Sustainability

MARKETING AND COMMS - What if 15 of the biggest Fast Moving Consumer Goods (FMCG) companies decided they really wanted to change the world? How would they go about communicating their sustainability commitments to the millions of consumers they need to persuade to live more sustainably?At present, even though FMCG companies are starting to understand the need to explain sustainability directly to consumers, they continue to put most of their communication efforts into their Sustainability and CSR corporate sites — an obvious destination for NGOs, shareholders and academics but not the first place the general public go to get information.

Boeing, Kenya Airways Partner with Non-Profits to Deliver Medical Supplies in Kenya
Boeing, Kenya Airways Partner with Non-Profits to Deliver Medical Supplies in Kenya

COLLABORATION - Boeing and Kenya Airways have partnered with First Baptist Church in Baytown, Texas, to transport medical equipment to Kajiado, Kenya, on a newly delivered 787 Dreamliner from the company's North Charleston, S.C., facility.The supplies, including examination tables and other equipment, will benefit Kenyan children served by the Africa Inland Church Childcare Center in Kajiado. The center provides care and treatment for children with cerebral palsy and other disabilities.

Sustainable Materials at Scale: 100% Recycled Denali Fleece Prevents Waste on Multiple Fronts
Sustainable Materials at Scale: 100% Recycled Denali Fleece Prevents Waste on Multiple Fronts

PRODUCT, SERVICE & DESIGN INNOVATION - Here at The North Face, we believe in making great outdoor gear in a sustainable and responsible way. That’s why we’ve set out to change the way outdoor apparel is made. We’ve set a bold goal to have 100 percent of our polyester (or 80 percent of all of the fabric we use for apparel) come from recycled content — from thousands of plastic bottles — by 2016. Repurposing plastic waste helps reduce carbon emissions and avoids using more open space for landfills.

Shareholders Representing $35B Press P&G for Recyclable Packaging
Shareholders Representing $35B Press P&G for Recyclable Packaging

CHEMISTRY, MATERIALS & PACKAGING - Consumer goods giant Procter & Gamble has made a qualified commitment that 90 percent of its packaging will be recyclable by 2020. The commitment came the day before an October 14 vote on a shareholder proposal filed by shareholder advocacy group As You Sow asking the company to phase out unrecyclable packaging. The proposal won significant support — 25 percent of shares voted, representing more than $35 billion of investments, according to a P&G filing yesterday with the Securities & Exchange Commission.

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The UPS Foundation Awards Nearly $2.5 Million in Environmental Grants
The UPS Foundation Awards Nearly $2.5 Million in Environmental Grants

PRESS RELEASE - More Than Three Million Trees Planted Across 47 Countries to Support Global Environmental SustainabilityThe UPS Foundation, the philanthropic arm of UPS® (NYSE: UPS), announced it has awarded nearly $2.5 million to non-profit organizations with an emphasis on environmental sustainability. The UPS Foundation's largest environmental grant recipient is The Nature Conservancy, a leading conservation organization that works globally to protect ecologically important lands and bodies of water.

How Comfortable Are You with Your Customers Having All the Power?
How Comfortable Are You with Your Customers Having All the Power?

PRODUCT, SERVICE & DESIGN INNOVATION - Wolff Olins and Flamingo’s Game Changers series is an annual exploration of what’s driving change in the world of brands. The latest Game Changers report, The New Mainstream, looks at the evolving ways people are consuming products and interacting with brands. The research addresses the sense of uneasiness from companies about ‘giving up control to consumers’ in the age of social media. Some business leaders are embracing it, finding new ways to connect with their customers on an individual level — but most are nervous at the thought of potentially losing control of their brand.

Leading Up to Fair Trade Month, Keurig Green Mountain Ramping Up Efforts to Develop Resilient Supply Chains
Leading Up to Fair Trade Month, Keurig Green Mountain Ramping Up Efforts to Develop Resilient Supply Chains

SUPPLY CHAIN - With Fair Trade Month beginning tomorrow, Keurig Green Mountain Inc. (KGM), formerly Green Mountain Coffee Roasters, has revealed its strategy for building a more resilient supply chain. By continuing its support of fair trade, the company is aiming to build lasting relationships with its suppliers, and help communities become more robust in tackling climate-driven issues that could impact their supplies over the coming decades.

Kellogg Joins BICEP Coalition to Push for Better Energy & Climate Policies
Kellogg Joins BICEP Coalition to Push for Better Energy & Climate Policies

LEADERSHIP - Kellogg Company has joined the Business for Innovative Climate & Energy Policy (BICEP), committing to expand its global sustainability efforts by working with businesses and policymakers to enact meaningful energy and climate policies.BICEP, a project of Ceres, was launched in 2008 with a core group of five companies, including Starbucks, Nike, and Timberland. It has since expanded to 32 leading companies, such as eBay, Symantec and Jones Lang LaSalle, which represent a broad spectrum of business sectors. BICEP members have been vocal proponents of renewable energy, sustainable transportation and stricter pollution controls on power plants.

Letting Your Mission Drive Success: Lessons from Ben & Jerry's and Seventh Generation
Letting Your Mission Drive Success: Lessons from Ben & Jerry's and Seventh Generation

ORGANIZATIONAL CHANGE - All businesses value consumer and employee loyalty and the opportunity to shape the playing field in which they operate. Mission-driven businesses such as B Corps Seventh Generation and Ben & Jerry’s are finding that having an authentic purpose that resonates with their customers opens the door to exciting approaches to activism that engage their base in powerful ways. The union of company and employee passions not only boosts loyalty but also can lead to successful advocacy for shared causes. Conventional companies seeking to emulate their successes should follow three key steps:1. Build a mission that is relevant for your consumers

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BASF Evaluating Entire Product Portfolio for Sustainability
BASF Evaluating Entire Product Portfolio for Sustainability

NEW METRICS - In order to better help its customers align environmental and societal considerations with business success, BASF has developed a new process for steering its portfolio based on sustainability criteria. Launched today, the Sustainable Solution Steering method is used to systematically review and evaluate the sustainability aspects of the approximately 50,000 relevant product applications in the company’s portfolio, which represent sales of €56 billion. The benefit: This externally validated process makes it possible to measure the products’ contribution to sustainability within their various markets and industries and to increase this contribution through targeted steps.

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