Stories About Brand Strategy

Found 815 stories. Page 6 of 41.

World Cup Sponsors Missing Out on Purpose
World Cup Sponsors Missing Out on Purpose

WALKING THE TALK - With the 2018 FIFA World Cup taking place against the backdrop of a rapidly changing world, a world where people increasingly expect corporations to stand for something more than just profits, it seems like an appropriate time to take a look at which World Cup sponsors are leaning into this cultural tension and activating their sponsorships in a purposeful way.

Latest UPS Sustainability Report Shares Stories of Innovation and Progress
Latest UPS Sustainability Report Shares Stories of Innovation and Progress

PRESS RELEASE - UPS’s 16th annual Sustainability Report highlights the company’s sustainability challenges and accomplishments during 2017, including progress toward its 2020 and 2025 goals in support of the environment, global workforce, and communities around the world. The report also showcases investments in cutting-edge technologies that are advancing UPS’s integrated network to new levels of efficiency and creating tangible sustainability benefits. UPS’s 2017 sustainability highlights include:

JUST Capital’s New Tool Helps Citizens See, Compare US Companies’ Environmental Impact
JUST Capital’s New Tool Helps Citizens See, Compare US Companies’ Environmental Impact

MARKETING AND COMMS - A new interactive data visualization tool allows the general to see how the largest U.S. companies stack up when comparing their environmental impact. The Environmental Explorer, which is freely available, lets users explore rankings of the 1,000 largest public U.S.

Keurig Moves Toward a Sustainable Future
Keurig Moves Toward a Sustainable Future

WALKING THE TALK - In the business world, we frequently hear executives asking what value a program brings to an organization, placing emphasis on immediate profit rather than long-term impact. At Keurig Green Mountain, we have designed our business on a model that creates value for all that are touched by our work, including employees, manufacturers, coffee farmers and our local communities. Our business model reflects our roots as a socially minded coffee roaster, and it’s our belief that we can best grow our business and make progress toward our commitment to Brew A Better World™ by authentically aligning our company goals with our values.

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Best Buy Reports On Sustainability Progress, Goals For 2020
Best Buy Reports On Sustainability Progress, Goals For 2020

PRESS RELEASE - Best Buy today released our latest Corporate Responsibility & Sustainability Report, including two new sustainability goals as part of our Best Buy 2020 growth strategy. This report is where we annually share our commitments and progress in the areas of community, people and the environment. We have seen increased interest from consumers and investors for companies to make a positive impact on the world. For Best Buy, sustainability has been a been a priority for more than a decade, and we are proud of our successes, which not only benefit our stakeholders but make good business sense too. That said, we are going to do more.

Consumers Ready to Reward Brands That Take Stands
Consumers Ready to Reward Brands That Take Stands

MARKETING AND COMMS - When Dick’s Sporting Goods bans the sale of assault rifles, or McDonald’s makes a commitment to get 100 percent of its packaging from renewable, recycled or certified sources by 2025, how does their position in the marketplace change?

400 Companies Poised to Advance SDGs, Generate Returns Make Up New Swell Investing Portfolio
400 Companies Poised to Advance SDGs, Generate Returns Make Up New Swell Investing Portfolio

FINANCE & INVESTMENT - Highlighting the importance of transparency in investing, impact investing platform Swell Investing has invited the public to vote on the final security in the Impact 400, a portfolio with the goal of offering investors 400 companies poised for impact and returns. Both Apple and Starbucks meet Swell's selective rules-based criteria, and the community will decide which will be included.

Addressing Corporate Scope 3 Value Chain GHG Emissions: Part 1
Addressing Corporate Scope 3 Value Chain GHG Emissions: Part 1

NEW METRICS - To keep the global temperature increase to well below 2⁰C and meet the goals laid out in the Paris Agreement, everyone must take bold action to reduce their share of emissions as soon as possible. Companies are responsible for the majority of global emissions and therefore play an integral role in meeting these goals.

Introducing: The Bright Side of the Brand
Introducing: The Bright Side of the Brand

WALKING THE TALK - The “brand purpose” bandwagon has become awfully crowded. And as more and more brands seek to capitalize on the opportunity to cast themselves in a more authentic, meaningful light, the language of “brand purpose” has become weak, watered down and increasingly meaningless. Marketing purpose is easy; embedding purpose is hard work. And while a number of pioneers and purists remain committed to embedding purpose at the organizational level, the temptation to cut corners and to exploit purpose for marketing “quick wins” — rather than to embed it in more meaningful, transformative ways — has become too great to resist. The phenomenon of “purpose-washing” is real.

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Member Spotlight: Jennifer Silberman from Target shares how she leverages the power of markets and systems to drive change
Member Spotlight: Jennifer Silberman from Target shares how she leverages the power of markets and systems to drive change

MEMBER SPOTLIGHT - We recently caught up with Jennifer Silberman (@jsilberman1), vice president of corporate responsibility at Target. In this member spotlight, she shares how Target is embedding social and environmental purpose into their company strategy to drive change throughout the retail industry. Jennifer also shares how employee passion and creativity led to the most successful brand launch in Target history, notes what can happen when corporate leaders combine forces and reveals the novel she’s penning in her spare time – one that might make a great addition to your future beach reads. Read on to learn more.

Unilever Calls for Reform in Influencer Marketing; Brings #Unstereotype Vision to Life Through Dance
Unilever Calls for Reform in Influencer Marketing; Brings #Unstereotype Vision to Life Through Dance

WALKING THE TALK - At the 2018 Cannes Lions Festival of Creativity this week, Unilever announced commitments to improve transparency in its influencer marketing and called on industry to similarly help improve authenticity, build consumer trust and improve brands’ ability to measure impact.

P&G Takes Pledge to #FreeTheBid, Promote Gender Equality in Media, Advertising
P&G Takes Pledge to #FreeTheBid, Promote Gender Equality in Media, Advertising

MARKETING AND COMMS - Procter & Gamble (P&G), the world’s largest advertiser, advanced its commitment to gender equality through a series of new actions and partnerships announced at the 2018 Cannes Lions Festival of Creativity.

Interface Moving from Net Zero to Climate Positive by Rethinking Factories as Forests
Interface Moving from Net Zero to Climate Positive by Rethinking Factories as Forests

NEW METRICS - With 3.8 billion years of R&D behind Earth’s systems and creatures, we’ve barely scratched the surface of what we can learn and how we can apply those lessons to our companies, products and processes.

‘Best for the World’: B Lab Recognizes Nearly 1,000 Top Scoring B Corps
‘Best for the World’: B Lab Recognizes Nearly 1,000 Top Scoring B Corps

LEADERSHIP - Businesses that earned top scores on the B Impact Assessment are being celebrated today with the announcement of B Lab’s 2018 “Best for the World” lists. B Lab simultaneously released separate lists recognizing Certified B Corporations in the top 10 percent for overall score, as well as in the categories for environment, customers, governance, community and workers.

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Inspiring Consumers – and Companies – to Make Healthier Choices
Inspiring Consumers – and Companies – to Make Healthier Choices

BEHAVIOR CHANGE - Last week, over 2,000 representatives from our global community of sustainability practitioners, brand strategists, product and service innovators, thought leaders and other change-makers converged at SB’18 Vancouver to share their latest insights on a multitude of themes pertinent to all of those committed to improving business around the world. Here, we dig into brand and organizational efforts to get consumers to deliver their part of the equation, through responsible consumption. P&G: The road to responsible consumption By Marissa Rosen

Transformational Leadership in Action ... and In Transition
Transformational Leadership in Action ... and In Transition

LEADERSHIP - Last week, over 2,000 representatives from our global community of sustainability practitioners, brand strategists, product and service innovators, thought leaders and other change-makers converged at SB’18 Vancouver to share their latest insights on a multitude of themes pertinent to all of those committed to improving business around the world. Here, we dig into a topic at the heart of all lasting change: Transformational leadership.

Trending: Single-Use Plastics Continue to be Tossed – By Brands, Nations Imposing Bans
Trending: Single-Use Plastics Continue to be Tossed – By Brands, Nations Imposing Bans

WASTE NOT - It’s a tough time to be a plastic straw producer. Over the past few months, it seems the message has broken through that plastic straws are harmful to the environment – and marine life in particular – that phase outs and bans are warranted.

The Future Looks Brighter Thanks to Prospective Sustainability Innovations for Procter & Gamble’s Tide®
The Future Looks Brighter Thanks to Prospective Sustainability Innovations for Procter & Gamble’s Tide®

PRESS RELEASE - Today Procter & Gamble (P&G) announced presentations given on new research into sustainability innovations for its Tide® laundry detergent. The presentations discussed the potential for improved cleaning performance in cold water conditions with detergents containing a patented branched surfactant. While machine washing in cold water can reduce a household’s energy footprint, detergents may not perform as well on this setting, which can compel consumers to use more energy and water to compensate. Tide Research Fellow Phillip Vinson, PhD, and Tide Senior Scientist Patrick Stenger, PhD, gave presentations at the 2018 American Oil Chemists Society Annual Meeting and the 22nd International Symposium on Surfactants in Solution, respectively.

New Toolkit Uses Normative Messaging to Encourage UK Citizens to ‘Recycle Now’
New Toolkit Uses Normative Messaging to Encourage UK Citizens to ‘Recycle Now’

BEHAVIOR CHANGE - Recycle Now, a WRAP campaign that helps people in the UK recycle more things, more often, has launched a new communications toolkit for local authorities and partners, introducing a social norming messaging style designed to motivate citizen behavior change to improve recycling.

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Making Meaningful Connections with Stakeholders Through People-Centered Design Thinking
Making Meaningful Connections with Stakeholders Through People-Centered Design Thinking

PRODUCT, SERVICE & DESIGN INNOVATION - Throughout the week at SB’18 Vancouver, a host of organizations shared a range of strategies for making meaningful and lasting connections with customers and other stakeholders, while improving their contributions to society.

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