Stories About Brand Strategy

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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.

Dow’s Nature Projects Generated $120M, Engaged 380K Students in 2017
Dow’s Nature Projects Generated $120M, Engaged 380K Students in 2017

BUSINESS CASE - The Dow Chemical Company’s newly released 2017 Sustainability Report details its progress against its goals for 2025, including surpassing the year’s target for savings and revenue from projects that are “better for ecosystems.” Such projects generated $120 million in cost savings and new cash flow in 2017 against the goal to reach $1 billion by 2025.

Philip Morris International is Quitting Smoking — But Don't Take Their Word for It
Philip Morris International is Quitting Smoking — But Don't Take Their Word for It

BEHAVIOR CHANGE - Jennifer Motles Svigilsky detests cigarettes. A former human rights lawyer with the United Nations, she recently began focusing her energy on the ambitious — almost unimaginable — vision that today’s 1.1 billion smokers might quit smoking within a generation. Which is how she found herself sitting in front of a crowded room on the second day of SB’18 Vancouver, representing one of the world’s largest cigarette companies, Philip Morris International (PMI).

'The North Face Renewed' Gives Refurbished Clothes Second Life
'The North Face Renewed' Gives Refurbished Clothes Second Life

WASTE NOT - Today at SB’18 Vancouver, The North Face will announce the launch of The North Face Renewed — a collection of refurbished products for consumers who want to access affordable gear and reduce their environmental impact. All “Renewed” items — which are sourced from returned, defective or damaged apparel — have been thoroughly inspected, cleaned and refurbished to The North Face quality and performance standards.

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SB Brand Transformation Roadmap to Help Companies on Journey to True Sustainability
SB Brand Transformation Roadmap to Help Companies on Journey to True Sustainability

COLLABORATION - Yesterday at SB'18 Vancouver, Kevin Hagen — VP of Environment, Social and Governance Strategy at Iron Mountain — and Dimitar Vlahov, Director of Content Development at Sustainable Brands (SB), offered a sneak peek at the SB Brand Transformation Roadmap (SM). Built for an executive audience, the first-of-its-kind Roadmap is a framework any organization can use as a compass towards setting goals and measuring progress towards becoming a truly "sustainable brand."

Growing the Next Generation of Change Agents to Tackle Today’s ‘Wicked’ Problems
Growing the Next Generation of Change Agents to Tackle Today’s ‘Wicked’ Problems

LEADERSHIP - The world is complex and interconnected. When we pull one lever in a system, it ripples throughout. Pull the right levers and you can solve some of the most complex problems, pull the wrong one and it can be disastrous. This is why it is critical to take a systems approach when solving complex, or what Sally Uren, CEO at Forum of the Future, calls “wicked” problems.

Braskem launches new recycled resin concept at Sustainable Brands
Braskem launches new recycled resin concept at Sustainable Brands

PRESS RELEASE - The Vancouver edition of the international event will be held on June 4-7 São Paulo, June 4, 2018 – During this first week of June, Braskem is participating in the Vancouver edition of Sustainable Brands, one of the most important events in the sustainability calendar, as a sponsor and key presenter and exhibitor at the Good Materials & Packaging Pavilion. The company will take the opportunity of the trade fair to showcase its latest concept in recycled plastic resins.

Garnier SkinActive Becomes L'Oréal's Third Cradle to Cradle Certified™ Brand
Garnier SkinActive Becomes L'Oréal's Third Cradle to Cradle Certified™ Brand

PRODUCT, SERVICE & DESIGN INNOVATION - L’Oréal USA announced today that five products in its Garnier SkinActive line have achieved Cradle to Cradle Certified™ SILVER recognition. The product line, manufactured at L’Oréal USA’s facility in Franklin, New Jersey, earned this certification based on an evaluation of material health, material reutilization, renewable energy and carbon management, water stewardship and social fairness practices. Garnier is the first mass market skincare brand to receive this certification for its products and is also one of the few skincare brands to have multiple products certified in a portfolio.

Hershey Releases 2017 CSR Report, Unveils SDG-Aligned CSR Strategy
Hershey Releases 2017 CSR Report, Unveils SDG-Aligned CSR Strategy

ORGANIZATIONAL CHANGE - Today, along with the release of its 2017 Shared Goodness Corporate Social Responsibility report, The Hershey Company unveiled Shared Goodness Promise, a new CSR strategy aligned with the UN Sustainable Development Goals and centered around investments, collaborative programs and sustainable business practices aimed at making a positive difference in peoples’ lives.

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Collaborating Toward the Good Life: A Conversation with Keurig Green Mountain's Monique Oxender
Collaborating Toward the Good Life: A Conversation with Keurig Green Mountain's Monique Oxender

PRESS RELEASE - A self-proclaimed “complexity junkie,” Monique Oxender, Keurig Green Mountain’s Chief Sustainability Officer, doesn’t bat an eye at tackling big, complicated issues. From the future of coffee to the recyclability of Keurig’s pods, Oxender and her team have provided innovative solutions to complex issues across the value chain — all while embodying Keurig’s signature focus on collaboration.

Sustainable Brands Launches Self-Assessment Tool for Brands Navigating Sustainability
Sustainable Brands Launches Self-Assessment Tool for Brands Navigating Sustainability

PRESS RELEASE - New tool provides a clear pathway for companies approaching and defining sustainability goals.

The World's First Climate-Positive Burgers: Max Burgers Now Help Fight Climate Change
The World's First Climate-Positive Burgers: Max Burgers Now Help Fight Climate Change

WALKING THE TALK - This morning, from the main stage at SB’18 Vancouver, Max Burgers’ Chief Sustainability Officer, Kaj Török, announced that the Swedish burger chain is set to offer the world’s first climate-positive burgers. Török said that customers will soon be able to “take a bite that’s good for the planet as well as their taste-buds” when eating at the quick-serve burger chain, and urged other companies to join Max in going climate positive.

Houdini Sportswear Launches Industry-First Planetary Boundaries Assessment
Houdini Sportswear Launches Industry-First Planetary Boundaries Assessment

NEW METRICS - More and more clothing brands are taking it upon themselves to dive deeper into the impacts of their garments, increasing transparency around and improving their materials, processes and operations as a whole.

Behaviour Change: The Power of Simple Messaging
Behaviour Change: The Power of Simple Messaging

BEHAVIOR CHANGE - Consumers want simple solutions. They need simple messages. And yet when it comes to truly sustainable products and packaging, the reality is quite complex and often requires consumer behaviour change. Leading brands are increasingly investing significant resources to develop and implement innovative solutions that ensure a sustainable lifecycle for products and packaging. The same brands then face a communication challenge: How should they effectively tell their story of progress and innovation in a simple and compelling way that both informs and leads to behaviour change?

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Iron Mountain Joins RE100 and Commits to Setting Science Based Targets for Carbon Reductions
Iron Mountain Joins RE100 and Commits to Setting Science Based Targets for Carbon Reductions

PRESS RELEASE - BOSTON – June 4, 2018 –Iron Mountain® Incorporated (NYSE: IRM), the global leader in storage and information management services, today announced two important environmental commitments that significantly advance the company’s efforts to reduce its carbon footprint and increase its usage of renewable energy around the world.

The 100% recyclable biopolymer will be used in the Nutrella Viva loaves packaging
The 100% recyclable biopolymer will be used in the Nutrella Viva loaves packaging

PRESS RELEASE - The 100% recyclable biopolymer will be used in the packaging of the new line of loaves with germinated grains that follow the Clean Label movement Braskem, the largest producer of biopolymers in the world, is now supplying the Green Plastic I'm greenTM to Nutrella, a brand of special loaves from the Bimbo Group - a world leader in bread making. The raw material is used in the Nutrella Viva loaves line, produced with germinated grain flours and following the Clean Label concept.

Sustainable Brands Gathers Global Brand Innovation Leaders at SB’18 Vancouver
Sustainable Brands Gathers Global Brand Innovation Leaders at SB’18 Vancouver

PRESS RELEASE - Sustainable Brands kicks off its largest community gathering today with Sustainable Brands '18 Vancouver at the Vancouver Convention Centre West in Vancouver, British Columbia.

Q&A: How TD Is Living Its Purpose, Driving SDGs with The Ready Commitment
Q&A: How TD Is Living Its Purpose, Driving SDGs with The Ready Commitment

ORGANIZATIONAL CHANGE - TD Bank Group recently launched its corporate citizenship strategy to center on a new multi-year program, The Ready Commitment. Guided by the bank’s purpose, focus on creating shared value and desire to support the Sustainable Development Goals (SDGs), TD is targeting CDN $1 billion (US $775 million) toward community giving by 2030 in The Ready Commitment’s four focus areas:

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How Driscoll's Is Creating Shared Value in Berry Supply Chains
How Driscoll's Is Creating Shared Value in Berry Supply Chains

SUPPLY CHAIN - The buyer-supplier relationship is changing in more ways than you might imagine. Consumers and retailers are increasingly demanding that suppliers demonstrate their sustainability: How are buyers and suppliers collectively adapting to changes in the market, as well as labor and environmental pressures? My conversation with Kelley Bell, VP of social and environmental impact at Driscoll’s, provided insight into how large food brands are approaching these challenges and what the conversation is like among leading businesses as they work to create shared value with and for their suppliers.

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