Stories About Brand Strategy

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These 8 Core Values Helped My Business Achieve Long-Term Growth
These 8 Core Values Helped My Business Achieve Long-Term Growth

ORGANIZATIONAL CHANGE - Much has been said about how to grow a company and sustain that growth over time. From building a sales funnel and forming strategic partnerships to implementing the right IT systems and establishing parameters for how employees interact with each other, with management and customers, there is no shortage of advice.

'Purpose Premium' Found to Create Reputational Gains for Companies
'Purpose Premium' Found to Create Reputational Gains for Companies

BUSINESS CASE - “Purpose” is one of three critical dimensions of overall reputation, according to the 2018 Porter Novelli/Cone Purpose Premium Index: How Companies Can Unlock Reputational Gains by Leading with Purpose.

2 Tools That Can Help Set Your Business Up for True Future-Fitness
2 Tools That Can Help Set Your Business Up for True Future-Fitness

LEADERSHIP - Following the analysis of over 6,000 studies, the world’s leading climate scientists at the International Panel on Climate Change (IPCC) last month released a Special Report on Global Warming of 1.5°C. The main conclusion from the report was that global warming is likely to reach 1.5°C in just 12 years if current rates of greenhouse gas (GHG) emissions continue. To halt warming at 1.5°C and thus avoid the most disastrous impacts of climate change, the IPCC states that anthropogenic GHG emissions must reach net zero by 2050. This is a monumental task and one that will require what the IPCC calls “rapid and far-reaching transitions.”

Off-Hours Consumer Delivery Systems May Unlock Sustainability at Scale
Off-Hours Consumer Delivery Systems May Unlock Sustainability at Scale

BEHAVIOR CHANGE - This article originally appeared on MeetingoftheMinds.org on October 22, 2018.

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Future Value, Submerged Value, 'ROP' & Other Facets of the ROI of Sustainability
Future Value, Submerged Value, 'ROP' & Other Facets of the ROI of Sustainability

FINANCE & INVESTMENT - Last week at Sustainable Brands’ New Metrics ’18 conference in Philadelphia, PA, over 300 delegates from brands, NGOs, strategists and practitioners across sectors gathered to share the newest credible tools and solutions for assessing the ROI of Sustainable Business.

'Earth Day Every Day': 4 Tips for Successful Corporate Activism
'Earth Day Every Day': 4 Tips for Successful Corporate Activism

MARKETING AND COMMS - Companies have long run sustainability initiatives that exclude customers. To be fair, these companies have donated a percentage of profits to charities, volunteered employee time, reduced emissions, cleaned up supply chains, and much more. However, their customers have been on the sideline, sometimes aware but not personally engaged. Through corporate activism, brands can change this dynamic and make customers partners in their most meaningful sustainability initiatives. Here are some tips based on brands that have used it successfully.

How MOD Pizza's People-First Culture Drives Growth and Impact
How MOD Pizza's People-First Culture Drives Growth and Impact

ORGANIZATIONAL CHANGE - Corporate culture sets the groundwork for how your team interacts with each other and your customers.

#NewMetrics18: The ROI of Sustainability Strategy — and 6 Ways to Get There
#NewMetrics18: The ROI of Sustainability Strategy — and 6 Ways to Get There

NEW METRICS - Last week at Sustainable Brands’ New Metrics ’18 conference in Philadelphia, PA, over 300 delegates from brands, NGOs, strategists and practitioners across sectors gathered to share their latest tools and findings regarding measuring the risks and impacts of previously unmeasured forms of value, the newest credible tools and solutions for assessing the ROI of Sustainable Business.

#NewMetrics18: Dos, Don'ts, Tools and Topics Critical to Sustainability Communication
#NewMetrics18: Dos, Don'ts, Tools and Topics Critical to Sustainability Communication

NEW METRICS - Last week at Sustainable Brands’ New Metrics ’18 conference in Philadelphia, PA, over 300 delegates from brands, NGOs, strategists and practitioners across sectors gathered to share the newest credible tools and solutions for assessing the ROI of Sustainable Business.

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How to Communicate Diversity and Inclusion When You Aren't Quite There Yet
How to Communicate Diversity and Inclusion When You Aren't Quite There Yet

MARKETING AND COMMS - While sustainability and citizenship mean different things to different people, these terms are most commonly associated with a company’s impact on the external world, focusing heavily on social and environmental initiatives. However, businesses can do a lot of good (for the world and their bottom line) by equally focusing internally, on such things as their diversity and inclusion practices.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate
To Market Sustainability, Focus on What Consumers Love, Not What They Hate

MARKETING AND COMMS - Early marketing for products promising sustainability was all about what they “weren’t.” Tofurky wasn’t meat. Soy milk wasn’t dairy. Solar wasn’t coal. Positioning against the negative helped companies attract consumers who were revolting against the polluting impacts of standard manufacturing practices and products. But doing so ignored what potential customers still wanted, whether a product was sustainable or not: delicious taste, high performance, reliable quality and comfort, and overall satisfaction. Consider the ominous ads for the first Prius, which started running in 2001. The only virtue they extolled was fuel efficiency, and portrayed oil drills as monsters.

Experts Gather to Discuss ROI of Sustainable Business at New Metrics '18
Experts Gather to Discuss ROI of Sustainable Business at New Metrics '18

PRESS RELEASE - SAN FRANCISCO, October 29, 2018 — The Sustainable Brands® community gathers today in Philadelphia, PA to kick off the 8th annual New Metrics conference.

Future-Fit Business Benchmark Shows Novo Nordisk What 'Good' Looks Like
Future-Fit Business Benchmark Shows Novo Nordisk What 'Good' Looks Like

NEW METRICS - Novo Nordisk is the first global company to have completed a Future-Fit self-assessment and to have the results independently assured. In advance of Sustainable Brands’ New Metrics ’18 event next week in Philadelphia, I sat down with Cora Olsen, Global Lead on Integrated Reporting at Novo Nordisk, to discuss what the company learned from this process.

Urban Brand Utility: Impact Branding for the Urbanising Century
Urban Brand Utility: Impact Branding for the Urbanising Century

MARKETING AND COMMS - The brand communications crisis is not an urban legend, albeit just as scary Between 2001 and 2002, Brazil went through its largest energy crisis. The lack of infrastructure planning combined with economic growth forced the Government to ration the energy supply from its main urban centres, for intermittent periods of time. Back then, as a student living in São Paulo, I remember streets darkening as the sun went down. In one of those evenings, walking back home from university, two men driving a motorcycle stopped right in front of me. One of them jumped off the bike and before I knew it, he hit me on the head with the back of his gun and stole my backpack.

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Q&A: YouNoodle on Why Startups Can Be Key to Your Sustainability Strategy
Q&A: YouNoodle on Why Startups Can Be Key to Your Sustainability Strategy

PRODUCT, SERVICE & DESIGN INNOVATION - Well known as a technology engine — with a global network of 200,000+ startups that has powered a 1000+ innovation/startup competitions and challenges — YouNoodle might not be the first company you think of for advice on corporate sustainability strategy. But as the industrial era is replaced by a more entrepreneurial society, YouNoodle is helping brands and organizations keep up with disruptive innovation — and the sustainability space could certainly use more of that.

Breakthrough Impact Measurement Tools Revealing at New Metrics ‘18
Breakthrough Impact Measurement Tools Revealing at New Metrics ‘18

PRESS RELEASE - EcoAct, Novo Nordisk, B Lab and others sharing new research and performance metrics, Oct 29-31 in Philadelphia SAN FRANCISCO, October 24, 2018 – Members of the Sustainable Brands® community will gather next week for the 8th annual New Metrics conference, taking place October 29-31 at the Loews Philadelphia Hotel in Philadelphia, PA. More than 300 executives and global thought-leaders will reveal new methodologies, toolkits and case studies for demonstrating the ROI of Sustainable Business. Compelling new initiatives presented at New Metrics ‘18 will include:

Iron Mountain Drives Renewable Energy Goals for Global Electricity Use in 2018 through Partnerships with NextEra Energy Resources
Iron Mountain Drives Renewable Energy Goals for Global Electricity Use in 2018 through Partnerships with NextEra Energy Resources

PRESS RELEASE - Iron Mountain Incorporated™ (NYSE: IRM), the global leader in storage and information management services, today announced the signing of a 15-year power purchase agreement (PPA) with an affiliate of NextEra Energy Resources, LLC, for 145 megawatts (MW) of new wind energy from the Pretty Prairie Wind Farm, located in Reno County, KS. With this agreement, coupled with other recent green power purchases, Iron Mountain expects to exceed 75 percent global renewable electricity usage in 2018, and move the company closer to its goal of 100 percent renewable power by 2050. Iron Mountain worked with Schneider Electric Energy & Sustainability Services to identify and evaluate projects and arrange the deal.

HP, IKEA Join Group Developing Global Supply Chain for Ocean-Bound Plastics
HP, IKEA Join Group Developing Global Supply Chain for Ocean-Bound Plastics

WASTE NOT - Today, NextWave Plastics — a collaborative, open-source initiative convening leading technology and consumer-focused companies to develop the first global network of ocean-bound plastics supply chains — announced that HP Inc. and IKEA are joining its global consortium. The addition of HP and IKEA marks 10 companies collaborating to “turn off the tap” of plastic entering the ocean.

REI Co-op continues commitment to sustainability by hosting 11 used gear swaps across the country on Oct. 27
REI Co-op continues commitment to sustainability by hosting 11 used gear swaps across the country on Oct. 27

PRESS RELEASE - "Our commitment to used gear is part of our broader effort to offer affordable, sustainable gear to our customers," said Peter Whitcomb, REI director of new business development. "Swapping gear is a fun way for our members to connect, get the gear they need, and sell or trade what they no longer use – all while helping to keep products out of the landfill." The events are free and open to REI members and one guest. Individuals looking to sell gear do not need to be an REI member, but are asked to pay a $20 fee for table space. Event proceeds will be donated to a local outdoor nonprofit in each city. Learn more here.

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NRG Launches Renewable Select, Simplified Renewables without the PPA
NRG Launches Renewable Select, Simplified Renewables without the PPA

PRESS RELEASE - NRG Energy, Inc. (NYSE: NRG) announces the availability of Renewable Select, simplifying the renewables procurement process and making it easier for businesses to choose renewable energy. The plan transforms the lengthy and complex traditional energy procurement process into a cost competitive, easy to execute transaction. Today’s customers demand renewable energy at grid parity to meet their fiscal requirements while achieving their sustainability goals. Renewable Select uniquely delivers to customers:

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