SB Brand-Led Culture Change 2024 - Last chance to save, final discount ends April 28th!

Stories About Brand Strategy

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Social Purpose at BCLC: What We’ve Learned and Where We’re Going
Social Purpose at BCLC: What We’ve Learned and Where We’re Going

ORGANIZATIONAL CHANGE - Even though a social-purpose model seemed like a natural fit for BCLC, we knew there would be many questions to answer before we could start to deliver on a social purpose. Now, we are reflecting on some of the key steps and insights gained through our approach.

How Fusing Purpose and Employee Experience Is Creating ‘Win-Wins’ for the Greater Good
How Fusing Purpose and Employee Experience Is Creating ‘Win-Wins’ for the Greater Good

ORGANIZATIONAL CHANGE - A positive company culture provides a foundation for an organization’s beliefs, values and business approach. But this can only be sustained by staying true to the company’s core values.

7 Ways to Create Buzz Around Your Sustainability Work (No Greenwashing Required)
7 Ways to Create Buzz Around Your Sustainability Work (No Greenwashing Required)

ORGANIZATIONAL CHANGE - Now’s the time to take all that effort and integrate it into fun engagement opportunities for both your workforce and your brand’s biggest fans. Here are our seven favorite ideas for doing just that.

Authentic Purpose: How Bruce Katz, Founder and CEO of Rockport Shoe Company, Ignited My Purpose Journey
Authentic Purpose: How Bruce Katz, Founder and CEO of Rockport Shoe Company, Ignited My Purpose Journey

WALKING THE TALK - I learned a tremendous amount about creating an authentic purpose from Rockport’s journey. Together, we created one of the first purpose-driven companies. Thank you, Bruce, for that opportunity.

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Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation
Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation

MARKETING AND COMMS - This year's awards recognized a historic number of climate-related campaigns; but as an industry, we continue to talk in circles.

Study: Billions in Brand Value at Risk If Sustainability Perceptions, Performance Are Unaligned
Study: Billions in Brand Value at Risk If Sustainability Perceptions, Performance Are Unaligned

MARKETING AND COMMS - New research quantifies the financial value of sustainability perceptions for hundreds of the world’s biggest brands — and the substantial risks of not living up to them.

Community-Inclusive Supply Chain Helping Regenerate Ecosystems, Economies in South Asia
Community-Inclusive Supply Chain Helping Regenerate Ecosystems, Economies in South Asia

THE NEXT ECONOMY - By thinking of suppliers more as business partners, companies such as Tengri are creating new models for ethical, regenerative supply chains.

Outvertising to Brands: Stand Your Ground This Pride Month
Outvertising to Brands: Stand Your Ground This Pride Month

WALKING THE TALK - As the advocacy group asserts: ‘This is a time that calls for commitment and courage. Your action can be made in the sound knowledge that you have the majority behind you.'

New Vattenfall Campaign Illustrates Clean Potential of Fossil-Free Hydrogen
New Vattenfall Campaign Illustrates Clean Potential of Fossil-Free Hydrogen

CLEANTECH - The ‘Industrial Emissions Face Mist’ is made from wastewater from a factory powered by fossil-free hydrogen. The emissions are so clean, they could become part of your skincare routine.

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‘Secret Agents of Change’ to Take Over Cannes Lions to Root Out Greenwashing
‘Secret Agents of Change’ to Take Over Cannes Lions to Root Out Greenwashing

MARKETING AND COMMS - Creatives for Climate’s ‘secret agents of change’ will be prowling the festival calling on individuals, agencies and brands to tackle greenwashing at the source.

Tony's Chocolonely Unveils Future-Proof Legal Structure to Protect Its Company Mission
Tony's Chocolonely Unveils Future-Proof Legal Structure to Protect Its Company Mission

WALKING THE TALK - The impact-driven chocolate brand hopes that Tony's Mission Lock will provide inspiration to other companies looking to protect their mission for the long term.

Lessons in Brand-Led Culture Change: Righting Wrongs, Scaling Impact and Recovering from Pushback
Lessons in Brand-Led Culture Change: Righting Wrongs, Scaling Impact and Recovering from Pushback

MARKETING AND COMMS - As Brand-Led Culture Change drew to a close, a number of insightful discussions got down to brass tacks and shared lessons learned while facing a number of nearly ubiquitous brand challenges.

Uncertain Times Require Decisive Brand Action: Blazing New Trails in Brand Activism
Uncertain Times Require Decisive Brand Action: Blazing New Trails in Brand Activism

MARKETING AND COMMS - On the final morning of Brand-Led Culture Change, keynote speakers tackled topics ranging from impactful partnerships and walking your ESG talk to the role of brands in creating a new ‘American Dream.’

Measuring & Improving Brand Portfolio Sustainability to Meet the Demands of a Changing Market
Measuring & Improving Brand Portfolio Sustainability to Meet the Demands of a Changing Market

PRODUCT, SERVICE & DESIGN INNOVATION - The complex issues facing business and society demand complex and collaborative solutions; disconnected, myopic management techniques are no longer effective.

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Responding to Cultural Tipping Points: Co-Creating a Brand Culture for Good
Responding to Cultural Tipping Points: Co-Creating a Brand Culture for Good

COLLABORATION - Keynotes from day 2 of Brand-Led Culture Change shed light on collaborative behavior-change and stakeholder-engagement approaches that are changing the way brands are creating products, stories and strategies.

The Dos and Don’ts of Successfully Engaging the Masses
The Dos and Don’ts of Successfully Engaging the Masses

MARKETING AND COMMS - Day one of SB’s Brand-Led Culture Change event was loaded with insights from brand leaders and influencers on the ever-growing world of impactful brand sustainability communication.

Regeneration, Reinvention and Revamping Retail: Finding the Sweet Spots to Drive Culture Change
Regeneration, Reinvention and Revamping Retail: Finding the Sweet Spots to Drive Culture Change

MARKETING AND COMMS - Opening keynotes at Brand-Led Culture Change featured insights from unconventional brand partnerships and keys to helping people and brands alike move beyond fear and embrace the changes we need to create a flourishing future for all.

Made to Measure: How to Tailor Marketing for Unique Demographics
Made to Measure: How to Tailor Marketing for Unique Demographics

MARKETING AND COMMS - It takes time for a new, sustainability-focused brand to build awareness in the marketplace – particularly in a crowded field. Here are five key things to keep in mind when trying to reach a hard-to-reach audience.

Sustainable Hospitality Alliance Unveils Five-Year, Net-Positive Industry Strategy
Sustainable Hospitality Alliance Unveils Five-Year, Net-Positive Industry Strategy

PRODUCT, SERVICE & DESIGN INNOVATION - The Alliance’s vision for net-positive hospitality includes standardizing sustainability metrics across the industry and a shared vision for giving back to destination communities more than it takes.

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The Greenwash Era Is Over, But Are Our Communicators Ready to Step Up?
The Greenwash Era Is Over, But Are Our Communicators Ready to Step Up?

MARKETING AND COMMS - As advertising regulators, consumer watchdogs and even governments take a tougher stance, the risks of getting it wrong grow significantly; and the pressure is on communicators to up their game and back up their claims.

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