Stories About Brand Strategy

Found 815 stories. Page 40 of 41.

Obsession Over 'Natural' Aside, Burt's Bees a Rightful Leader in the Personal Care Industry
Obsession Over 'Natural' Aside, Burt's Bees a Rightful Leader in the Personal Care Industry

MARKETING AND COMMS - Burt’s Bees is an incredible American success story. Roxanne Quimby’s venture into beeswax candles took her from New England craft fairs to lip balm and personal care products sold in thousands of drugstores across the United States, before she eventually sold her company to Clorox for $913 million in 2007. That acquisition has been one within a recent trend of large food and consumer packaged goods companies buying smaller ones for more “natural” or healthful products: Colgate-Palmolive owns Tom’s of Maine; Coca-Cola snapped up Honest Tea; Kraft has long owned Boca Burgers.

Webinar: Making the Business Case for Sustainability
Webinar: Making the Business Case for Sustainability

PRESS RELEASE - KNOXVILLE, Tenn., August 13, 2013 – Shelton Group, the nation’s leading marketing communications firm entirely focused in the sustainability and energy efficiency sectors, announced today that its next webinar will focus on sustainability as both an offensive and defensive business strategy. “Our Eco Pulse™ 2013 survey found that 48 percent of Americans say a company’s environmental reputation is important to their purchase decisions,” said Suzanne Shelton, CEO and founder of Shelton Group. “To that end, telling your company’s corporate sustainability story has both risks and benefits, and without understanding those fully, you might not be able to make the right decisions about allocating your resources.”

Wilsonart’s Fletcher Distribution Center Moves Closer Toward Zero Waste to Landfill Goal
Wilsonart’s Fletcher Distribution Center Moves Closer Toward Zero Waste to Landfill Goal

PRESS RELEASE - TEMPLE, TX (July 30, 2013) – Zero landfill contribution is a daunting sustainability goal, but with its Fletcher Distribution Center also leading the way, Wilsonart is making strides in its waste reduction movement. In just three months, the distribution center went from producing 2,000 pounds of landfill waste per week to less than 150 pounds through greater efforts to recycle, compost and repurpose materials. Wilsonart’s Fletcher Distribution Center is on track to produce less than 500 pounds of landfill waste per month, a reduction of more than 90 percent.

Dell Announces Social, Environmental Achievements as Part of 'Powering the Possible'
Dell Announces Social, Environmental Achievements as Part of 'Powering the Possible'

WASTE NOT - Dell has announced key corporate responsibility achievements, such as collecting one billion pounds of electronic waste a year earlier than planned, with the release of its Fiscal Year 2013 (FY13) Corporate Responsibility Summary Report.The report outlines Dell’s environmental progress and efforts to support communities globally to achieve its sustainability goals, which are based on its Powering the Possible platform, a commitment to put technology and expertise to work where it can do the most good for people and the planet.The strategy focuses on four primary areas: Environment

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Big, Bold, Creative ... and Normal: How Brands Can Shift Sustainability Into the Mainstream
Big, Bold, Creative ... and Normal: How Brands Can Shift Sustainability Into the Mainstream

BEHAVIOR CHANGE - Bob Dylan understood the sustainability challenge long ago when he sang, “People seldom do what they believe in / They do what is convenient, then repent” in “Brownsville Girl.”For sustainability to become mainstream, we need to reframe the debate — in terms of both language and relevant benefits. I believe mass-market and well-loved brands are best placed to drive and accomplish this critical shift.So do we just need to leverage brands to make people care about the environment?

Unilever's 'Green Express' Train Is Latest Way to Cut Its Supply Chain Footprint
Unilever's 'Green Express' Train Is Latest Way to Cut Its Supply Chain Footprint

SUPPLY CHAIN - Unilever has launched a new rail service in Italy called Green Express, as part of a wider eco-efficiency programme within its supply chain to support the Unilever Sustainable Living Plan.The service delivers Unilever’s Algida brand ice cream from its factory near Naples, 700km to the logistics hub in Parma.The direct connection, linking three lines, means that 3,500 trucks will be taken off the road each year, saving 40 million mega-joules of energy per year.

Mondelez International Helping 1,500 Vietnamese Coffee Farmers Become Sustainable Entrepreneurs
Mondelez International Helping 1,500 Vietnamese Coffee Farmers Become Sustainable Entrepreneurs

SUPPLY CHAIN - Global food and beverage giant Mondelez International has unveiled a new training facility for coffee farmers to promote sustainability and entrepreneurship in Vietnam. The company says this is a major step toward implementing its "Coffee Made Happy" sustainability program, which commits to investing at least $200 million to help one million coffee farming entrepreneurs by 2020.

Round-Up #1: What Can My Brand Take Away From This Issue in Focus?
Round-Up #1: What Can My Brand Take Away From This Issue in Focus?

BEHAVIOR CHANGE - Our Issue in Focus on Driving Behaviour Change kicked off in style this month with articles exploring why, how and what brands can do to create behaviour change for a better world. Here is the first of two round-ups of the content from Forum for the Future. We’ll draw out the tips and questions your brand can take away and act on to help you unleash some magic to create meaningful change.

Consumers Believe Brands Can Have Positive Impact but Are Failing to Do So
Consumers Believe Brands Can Have Positive Impact but Are Failing to Do So

PRODUCT, SERVICE & DESIGN INNOVATION - For all the talk about how important brands are in people's lives, the evidence points firmly in the other direction.

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Richard Branson and Jochen Zeitz Launch 'B Team' to Foster Sustainable Business
Richard Branson and Jochen Zeitz Launch 'B Team' to Foster Sustainable Business

LEADERSHIP - Virgin Group founder Sir Richard Branson and PUMA Chairman Jochen Zeitz have launched a new non-profit call “The B Team,” which aims to deliver a new way of doing business that prioritizes people and planet alongside profit — a "Plan B" for businesses the world over.

Are We at the Dawn of a Refill Revolution?
Are We at the Dawn of a Refill Revolution?

CHEMISTRY, MATERIALS & PACKAGING - Over the past 10 years we’ve seen a recurring ambition from clients — wanting to ‘do a Nespresso.’ This is because it’s a refill system that premiumised their brand, redefined their category, elevated user experience, drove consumption and built brand loyalty whilst delivering profitable growth.

SB '13 Day Four Speakers, Debates, Ads and Songs Exemplify Successful Sustainability Communications
SB '13 Day Four Speakers, Debates, Ads and Songs Exemplify Successful Sustainability Communications

MARKETING AND COMMS - Thursday, the morning of the fourth and final day of SB ‘13, continued the week’s momentum and lived up to its “Communications” theme with a variety of rousing speakers and conversations, peppered with examples of clever and successful sustainability messaging from some of our top brands that focus on “selling behavior, not selling stuff.”

Starbucks Is in a Unique Position To Push Consumers To Waste Less. Will It?
Starbucks Is in a Unique Position To Push Consumers To Waste Less. Will It?

WASTE NOT - Starbucks is one of America’s most iconic brands for many reasons. The company transformed coffee culture and taught U.S. consumers to appreciate better coffee beans and traditional coffee beverages long on the menu in Europe.

Sustainability: Understand, Adapt, Then Signal
Sustainability: Understand, Adapt, Then Signal

MARKETING AND COMMS - Engagement with sustainability offers many perks to a company: It improves brand reputation, it helps raise prices, it maintains one’s position in the market long term and it can open doors to better investment packages. Signals are one way that companies communicate that sustainability is vital to their corporate strategy and brand development.

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H&M, M&S, Benetton, Zara Commit to Fire and Building Safety Agreement in Bangladesh
H&M, M&S, Benetton, Zara Commit to Fire and Building Safety Agreement in Bangladesh

SUPPLY CHAIN - H&M announced Monday it has publicly committed to supporting the Accord on Fire and Building Safety in Bangladesh, which was initiated by IndustryALL Global Union and UNI Global Union in response to last month’s deadly building collapse that has claimed some 1100 lives.

5 Ways to Make Transparency a Brand Advantage
5 Ways to Make Transparency a Brand Advantage

SUPPLY CHAIN - Pink slime. Pan-European traces of horsemeat. Escolar masquerading as white tuna. Some 30 states considering GMO-labeling legislation.The challenges and opportunities surrounding transparency affect consumers in ways that are deeply personal (if not downright intestinal) and raise the stakes for brands.

Les Bêtises et Les Vaches: Two French Brands Use Humor To Engage Consumers in Sustainability
Les Bêtises et Les Vaches: Two French Brands Use Humor To Engage Consumers in Sustainability

MARKETING AND COMMS - French consumers want to know more about where their products come from to make more sustainable choices. Besides, trust in business is higher when brands take action for sustainability, demonstrate their achievements and communicate well.

H&M Disclosing Supplier List Along with Sustainability Progress
H&M Disclosing Supplier List Along with Sustainability Progress

MARKETING AND COMMS - H&M for the first time has made its supplier factory list public alongside its annual sustainability report, released last week.

Kellogg Is Latest Company To Adopt GreenBlue's How2Recycle Label
Kellogg Is Latest Company To Adopt GreenBlue's How2Recycle Label

MARKETING AND COMMS - This week, GreenBlue announced the successful completion of the soft launch phase of its How2Recycle labeling system, and the addition of The Kellogg Company to the 11 other brands already using the label.

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Ecover Developing New Type of Recycled Plastic from Recovered Marine Waste
Ecover Developing New Type of Recycled Plastic from Recovered Marine Waste

WASTE NOT - Last week marked the official launch of an innovative initiative supported by Ecover, maker of non-toxic cleaning products, and Closed Loop Recycling (CLR), a UK operation that takes discarded soda and water bottles made from polyethylene terephthalate (PET) and milk bottles made from high-density polyethylene (HDPE) and recycles them back into food-grade plastic for use in new packaging (rHDPE). The collaboration will use waste plastic collected from the seas around the UK by EU fishermen and recycled at Closed Loop’s Dagenham facility for reuse in new packaging.

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