Stories About Brand Strategy

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P&G’s Marc Pritchard: The 5 Business Paradigms That Need Shifting
P&G’s Marc Pritchard: The 5 Business Paradigms That Need Shifting

WALKING THE TALK - In recent conversation with Marc Pritchard, Chief Brand Officer at P&G, we spent our time talking about shifting out from old paradigms and models, to create new frameworks for building brands and advancing sustainability. Here are Pritchard’s top five paradigms to shift:

#TBT to When HEINEKEN USA Captured Attention (and Votes!) for Our Sustainability Report
#TBT to When HEINEKEN USA Captured Attention (and Votes!) for Our Sustainability Report

PRESS RELEASE - For the most part, company sustainability reports never get read. The fact is, companies keep packaging their diligent, necessary and informative sustainability reporting in dense corporate documents that nobody cares to read. We’re proud of our progress and didn’t want our accomplishments to go unnoticed. That’s why HEINEKEN USA set out to create a new way for consumers to engage with and understand our 2016 Annual Report – a blend of our annual performance and sustainability reports. The objective was to communicate our sustainability performance in an extraordinary way – the HEINEKEN way - authentic, clear, enjoyable and noteworthy. Thus, “You’re not gonna read this…” was born.

Mars Australia to Match 100% of Its Electricity Use with Renewable Energy by 2020
Mars Australia to Match 100% of Its Electricity Use with Renewable Energy by 2020

CLEANTECH - Mars Australia has signed 20 year power-purchase agreements (PPA) with Total Eren to generate the equivalent of 100 percent of Mars’ electricity from renewable energy by 2020. In addition to its latest agreement in Australia, Mars is already using or purchasing renewable electricity to cover 100 percent of its operations in Belgium, Brazil, Lithuania, the United Kingdom and the United States.

Study: Purpose Now Rivals Cost, Quality for Attracting, Retaining, Engaging Consumers
Study: Purpose Now Rivals Cost, Quality for Attracting, Retaining, Engaging Consumers

MARKETING AND COMMS - Purpose-driven brands can build stronger emotional connections with consumers that go far beyond a transactional relationship, according to the newly released 2018 Cone/Porter Novelli Purpose Study. Nearly eight in ten (79 percent) say they are more loyal to purpose-driven companies and would tell others to buy products from those companies (78 percent), while two-thirds (66 percent) say they would switch brands and over half (57 percent) would pay more.

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Hilton Targets Plastics, Science-Based Targets in Journey to Halve Impacts by 2030
Hilton Targets Plastics, Science-Based Targets in Journey to Halve Impacts by 2030

WASTE NOT - Like many large companies, Hilton has been steadily improving its sustainability performance one step at a time.

PepsiCo Acquiring Bare Snacks to Add Fruit, Veggie Chips to Its Better-For-You Portfolio
PepsiCo Acquiring Bare Snacks to Add Fruit, Veggie Chips to Its Better-For-You Portfolio

FINANCE & INVESTMENT - Just days after sharing that it is partnering with a Chicago-based incubator to help scale food and beverage startups, PepsiCo has entered into a definitive agreement to acquire Bare Foods Co, as Bare Snacks, the U.S.-based fruit and vegetable snack company has grown from farmers’ markets in Washington to a nationall

Shaw Industries Further Reduces Carbon Footprint with Combined Heat & Power Plant at South Carolina Carpet Fiber Facility
Shaw Industries Further Reduces Carbon Footprint with Combined Heat & Power Plant at South Carolina Carpet Fiber Facility

PRESS RELEASE - Shaw Industries Group, Inc. (Shaw) has completed the construction of a cogeneration Combined Heat & Power (CHP) plant at its Columbia, S.C. fiber production facility. The CHP, which began operating in May 2018, will reduce the plant’s annual greenhouse gas emissions by an estimated 26,000 metric tonnes; that’s an impact equal to removing almost 5,500 passenger vehicles from the road each year. This is the latest in ongoing investments Shaw is making to minimize its environmental footprint. The company recently announced it has achieved carbon neutrality in its commercial carpet manufacturing operations. Companywide, Shaw has made significant investments to help reduce its energy and greenhouse gas impact.

PepsiCo, Hatchery Chicago Partner to Help Food Startups Grow
PepsiCo, Hatchery Chicago Partner to Help Food Startups Grow

COLLABORATION - PepsiCo North America Nutrition (NAN) and food and beverage incubator The Hatchery Chicago have announced a partnership aimed at helping food industry entrepreneurs grow and scale their businesses.

Lord Aeck Sargent Marks a Decade of Action on Carbon Emissions
Lord Aeck Sargent Marks a Decade of Action on Carbon Emissions

WALKING THE TALK - Published during the first industrial revolution, Adam Smith’s The Wealth of Nations used the metaphor of “the invisible hand of the market” to describe how the decisions of self-interested individuals in a free market economy could promote the general betterment of the society as a whole. To this day, free market proponents use Smith’s metaphor to argue for elimination of regulations for a more efficient economy. But the “invisible hand” only makes societally beneficial decisions to the extent that it has good information.

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Why Max Burgers Remains One Step Ahead in the Fight Against Climate Change
Why Max Burgers Remains One Step Ahead in the Fight Against Climate Change

WALKING THE TALK - It’s hard to believe that a fast-food burger chain would actively set a target to reduce red meat consumption by its customers. After all, that generous meat patty smacked in the middle of two fresh buns is the reason why such restaurants exist, right? But Sweden’s beloved Max Burgers is doing just that, and sales across its 120 stores have never been better.

WAP: Helping Companies Navigate Hot Spots in Quest for Supply Chain Transparency
WAP: Helping Companies Navigate Hot Spots in Quest for Supply Chain Transparency

SUPPLY CHAIN - WAP Sustainability Consulting works with manufacturers and brands to help them meet customers’ expectations on sustainability – specifically around life cycle assessment (LCA), carbon management and product ingredient transparency, particularly in regards to chemicals management. We spoke with founder William Paddock to learn more about these current hot spots in the ongoing quest for supply chain transparency. What are some of the key issues or buzzwords of concern for companies right now? William Paddock: I tend to see organizations struggling with three things:

Q&A: A Cattle Rancher Shares Her Beef with Food Labeling
Q&A: A Cattle Rancher Shares Her Beef with Food Labeling

ORGANIZATIONAL CHANGE - In the sustainability world, the conversation around beef mostly involves reducing the environmental impacts of its production (deforestation, methane emissions, etc). But Cassidy Johnston can offer a perspective we don’t often get to hear in the Sustainable Brands conversation — a New Mexico-based cattle rancher and newly appointed Sustainability Officer for the US Farmers and Ranchers Alliance (USFRA), Johnston is eager to share ranchers’ side of the story with the public and help dispel what she says are common misconceptions behind beef and its role in a sustainable food future.

Kingfisher Continues on Path to Net Positive, Puts Customers at Heart of 2025 Goals
Kingfisher Continues on Path to Net Positive, Puts Customers at Heart of 2025 Goals

LEADERSHIP - European home improvement company Kingfisher has set out ambitious sustainability targets for the next seven years – the latest stage of its journey to become a net positive business by 2050.

Member Spotlight: Kelley Bell discusses how Driscoll’s engages farm-working communities
Member Spotlight: Kelley Bell discusses how Driscoll’s engages farm-working communities

MEMBER SPOTLIGHT - Kelley Bell, vice president of social and environmental impact at Driscoll’s, discusses how the company works closely with local farming communities and how she’d like to collaborate with other Members on the issue of a living wage. Keep reading to understand how Driscoll’s social work supports the longevity and success of the business, which skill makes Kelley uniquely qualified for her role, and how her team finds value in attending SB conferences.

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Detroit Ento: Building a People-Powered, Purpose-Forward Food Future
Detroit Ento: Building a People-Powered, Purpose-Forward Food Future

PRODUCT, SERVICE & DESIGN INNOVATION - As we get ready to judge our semi-finalists for the 2018 Sustainable Brands Innovation Open, we wanted to check in with last year’s competitors to learn about the impacts they continue to have on the business world. Here, we catch up with our 2017 winner, Detroit Ento.

Farmers Are the Linchpin to Food Companies' Sustainable Sourcing Goals
Farmers Are the Linchpin to Food Companies' Sustainable Sourcing Goals

SUPPLY CHAIN - Tyson Foods, the largest meat company in the U.S., is starting to step up to the plate on sustainability and respond to pressure from investors and consumers to tackle water risks in its supply chain. Recently, the company made a commitment to improve the water, soil and fertilizer practices in its far-flung feed grain supply chain — impacting more than two million acres of corn production by 2020, or about half of its corn supply chain. The measures have strong potential to both improve water quality and reduce greenhouse gas emissions. Tyson’s move sends a strong signal to the rest of the meat sector that driving down the massive environmental impacts of growing animal feed is a smart business strategy.

3M Forms Sustainability and Product Stewardship Organization; Names Dr. Gayle Schueller Next Chief Sustainability Officer
3M Forms Sustainability and Product Stewardship Organization; Names Dr. Gayle Schueller Next Chief Sustainability Officer

PRESS RELEASE - Building on its decades-long record of sustainability leadership, 3M announced today that it has formed the Sustainability and Product Stewardship Organization. The organization will be led by Dr. Gayle Schueller, vice president and chief sustainability officer, 3M Research & Development, effective June 1. Sustainability is embedded firmly at the core of 3M businesses and operations. Whether it is through the incorporation of sustainable materials into products or helping customers be more sustainable, 3M recognizes that science and innovation are the keys to solving society’s toughest challenges.

How to Inspire, Equip and Mobilize People to Take Action, Give Back
How to Inspire, Equip and Mobilize People to Take Action, Give Back

WALKING THE TALK - In the midst of the “purpose revolution,” people are increasingly taking company values to heart when it comes to purchasing and employment decisions (and this is especially true when it comes to young consumers and job seekers).

Something > Nothing: The Importance of a Circular Feedback Loop
Something > Nothing: The Importance of a Circular Feedback Loop

MARKETING AND COMMS - “All I really need is the word to be brought up.” “If they aren’t talking about it, then it can’t be important to them.” At WAP Sustainability, we work with manufacturers and brands to help them meet customers’ expectations on sustainability, many of which receive requests through The Sustainability Consortium (TSC).

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Rethinking the World’s Waste Dilemma
Rethinking the World’s Waste Dilemma

PRESS RELEASE - China’s shift in recycling waste plastic

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