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Stories About Brand Strategy

Found 989 stories. Page 3 of 50.

Patagonia Chair: For Brands to Thrive In These Uncertain Times, They Must Be 'Imperfect'
Patagonia Chair: For Brands to Thrive In These Uncertain Times, They Must Be 'Imperfect'

LEADERSHIP - Author Charles Conn digs into some of his disruptive advice for brands that make up his new book, "The Imperfectionists: Strategic Mindsets for Uncertain Times."

Oatly Challenges Big Dairy to Climate Footprint Showdown
Oatly Challenges Big Dairy to Climate Footprint Showdown

MARKETING AND COMMS - Oatly is offering free ad space to a big dairy brand that shares the same impact data that Oatly did to receive its climate certification.

Study: Many Marketers Feel ‘Capability Gap’ When It Comes to Sustainability Communication
Study: Many Marketers Feel ‘Capability Gap’ When It Comes to Sustainability Communication

MARKETING AND COMMS - Many marketing professionals feel they need to be braver and clearer in their sustainability communications to avoid greenwashing; but over a third don’t feel they have the capacity or knowledge to do so.

Bridging the Sustainability Trust Gap in a Climate-Challenged World
Bridging the Sustainability Trust Gap in a Climate-Challenged World

MARKETING AND COMMS - Despite growing corporate efforts to drive sustainable change and climate action, there’s an underlying issue: a lack of consumer trust towards companies’ claims on this front.

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New Research from Tide, WWF Reveals Keys to Sustainable Behavior Change
New Research from Tide, WWF Reveals Keys to Sustainable Behavior Change

BEHAVIOR CHANGE - Tide and WWF believe the new insights gathered from their work together on laundry are applicable for all brands seeking to partner with consumers to reduce environmental impacts.

Coach Launches Community-Powered, Circular Sub-Brand, Coachtopia
Coach Launches Community-Powered, Circular Sub-Brand, Coachtopia

PRODUCT, SERVICE & DESIGN INNOVATION - Coachtopia was co-created with a community of fashion enthusiasts, creatives, entrepreneurs, activists and more. Coach says it’s a platform for change in which Gen Z can help create the fashion future they want to see.

Champagne Telmont Raises a Glass to World’s Lightest Champagne Bottle
Champagne Telmont Raises a Glass to World’s Lightest Champagne Bottle

CHEMISTRY, MATERIALS & PACKAGING - The bottle, 35 grams lighter than the commercial standard, could represent a significant decrease in the carbon footprint of Champagne bottling.

Astral Tequila Turning Spent Agave Into Bricks to Build Homes for Mexican Families in Need
Astral Tequila Turning Spent Agave Into Bricks to Build Homes for Mexican Families in Need

WASTE NOT - Astral’s 'This Round's for the House' initiative is part of the Adobe Brick Project — its ongoing upcycling program to build homes and brighten communities in Jalisco.

30 Companies Restoring the Planet — and Our Hope for a Better World
30 Companies Restoring the Planet — and Our Hope for a Better World

WALKING THE TALK - In 'Working to Restore,' writer Esha Chhabra highlights 30 companies around the world that embody a truly regenerative approach to business.

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Localism: A New Opportunity for Brands to Build Trust, Authenticity and Customer Loyalty
Localism: A New Opportunity for Brands to Build Trust, Authenticity and Customer Loyalty

MARKETING AND COMMS - Localism is here to stay; and brands will increasingly be expected to understand what that means, so that they can make positive contributions to communities everywhere.

PUMA Engaging ‘Voices of a Re:Generation’ to Help Shape Its Sustainability Strategy
PUMA Engaging ‘Voices of a Re:Generation’ to Help Shape Its Sustainability Strategy

COLLABORATION - The year-long partnership with four young influencers will explore actionable ways to implement feedback within PUMA’s business and sustainability strategies, while using the voices’ platforms to communicate PUMA’s efforts transparently and authentically.

Employee Values: Why an Authentic Sustainability Strategy Will Win the Talent War
Employee Values: Why an Authentic Sustainability Strategy Will Win the Talent War

ORGANIZATIONAL CHANGE - Every organisation should be able to identify what a sustainable version of itself looks like, who is needed to run and support that, and where there are needs for new skills and roles within it.

How ChatGPT Can Help Propel Brand Sustainability Strategies
How ChatGPT Can Help Propel Brand Sustainability Strategies

PRODUCT, SERVICE & DESIGN INNOVATION - With applications that go beyond messaging and data analysis, the suddenly ubiquitous technology could give sustainability-driven brands several advantages.

5 Ways to Recession-Proof Your Brand with Purpose
5 Ways to Recession-Proof Your Brand with Purpose

WALKING THE TALK - Research shows that companies that succeed in uncertain times are those attuned to stakeholder needs and that focus on what matters most; those that go into survival mode and pull back from investing in their business flounder in a recession.

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A CEO’s Perspective: 7 Insights to Discover and Activate Authentic Purpose
A CEO’s Perspective: 7 Insights to Discover and Activate Authentic Purpose

ORGANIZATIONAL CHANGE - Kerry Group CEO Edmond Scanlon and Chief Corporate Affairs and Brand Officer Catherine Keogh share how the purpose-discovery process transformed the $7B company.

Crate Uplevels Sustainable Packaging with World’s First Label-Less Wines
Crate Uplevels Sustainable Packaging with World’s First Label-Less Wines

CHEMISTRY, MATERIALS & PACKAGING - Crate aims to shake up the industry — where most of the sustainability discussion is about the impact of plastic in packaging, but little acknowledgement that paper labels are also part of the problem.

Recenter and Accelerate: Japanese Brands Discuss Future-Proofing the Country’s Economy
Recenter and Accelerate: Japanese Brands Discuss Future-Proofing the Country’s Economy

THE NEXT ECONOMY - “How is the world transforming itself, and how is that going to be linked to corporate activities? We need to achieve symbiosis with that.” — Akihiro Inatsugi, Bridgestone

The Ugly Company Raises $9M to Grow Market, Capacity for Upcycled Fruit Empire
The Ugly Company Raises $9M to Grow Market, Capacity for Upcycled Fruit Empire

WASTE NOT - The dried fruit snack maker is on a mission to put a dent in the massive produce waste issue on farms in California’s Central Valley, while teaching consumers the value in ‘food waste.’

The Many Hats of a Sustainable Marketer
The Many Hats of a Sustainable Marketer

MARKETING AND COMMS - Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way.

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Understanding the Important Difference Between ESG Risk and ESG Impact
Understanding the Important Difference Between ESG Risk and ESG Impact

FINANCE & INVESTMENT - It is important to know the difference between these terms — and the potential for there to be some divergence between how a company performs on either measure. A company with a high impact rating and low ESG risk doesn’t necessarily mean it’s a great investment opportunity.

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