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Assets About Brand Strategy

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Coca-Cola HBC Sets Out New Sustainability Targets Supporting its Purpose to Inspire a Better Future

Coca-Cola HBC, ranked global beverage industry sustainability leader by Dow Jones Sustainability Indices (DJSI) announced new sustainability targets last month. By 2020 the company commits to: ... View More

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UPS Adds 200 Hybrid Electric Vehicles To Alternative Fuel Fleet

US 10/11/16 Atlanta, GA Updated Engine Technology Extends Range and Improves Performance and Fuel Economy ... View More

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HPE Sets Goal to Increase its Products’ Energy Performance 30x By 2025

Lara Birkes, CSO at HPE, talks about HPE's bold new goals: Thirty times more efficient in 10 years. That’s the ambitious goal Executive Vice President Antonio Neri announced at the Bloomberg Sustainable Business Summit in New York this week. By 202... View More

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Inspiring New Brand Campaigns: The Process Behind Successful Consumer Engagement

Jaclyn Murphy, Director of Brand Purpose at Edelman, opened an inspiring session on Wednesday afternoon where brand purpose was made tangible in four brands - Arla Foods, Unilever, BT and Neste - that shared their experience and insights about how th... View More

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How Caesars Is Working on the Sustainable Development Goals

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Shaw Products to Be in Greenbuild KB Home ProjeKt Demo Home

Shaw Floors announces its Life Happens with LifeGuard carpet, Floorté enhanced vinyl plank, and Tuftex area rugs along with turf tile from Shaw Contract’s The Park collection will be showcased in the Greenbuild KB Home ProjeKt demonstration home a... View More

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Interface Announces New GreenCircle Certified Environmental Facts Labels

Interface, the world's largest manufacturer of modular carpet and a leader in sustainable business, will debut a new third-party certification from GreenCircle Certified, LLC and spotlight its Climate Take Back™ mission at the 2016 Greenbuild Inte... View More

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REI's New Distribution Center Designed to Be Net-Zero Energy, LEED Platinum

REI, the specialty outdoor co-op, has designed its new distribution center to be Net Zero Energy and is pursuing LEED Platinum—the highest level in the U.S. Green Building Council's (USGBC) rating system. Situated in the Arizona desert, the facilit... View More

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Procter & Gamble to Partner with Indian Government in Clean India Mission

Procter & Gamble global chief executive David Taylor met Indian Prime Minister Narendra Modi on Tuesday to discuss the company's manufacturing initiatives in the country and partnership opportunities in education and the government's cleanliness ... View More

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The Future of Work and Employee Engagement Through the Lens of Millennials

“What comes to mind when you think of millennials in the workplace?” Bethan Harris, strategist and collaborator at Collectively and the League of Intrapreneurs (LI), asked during her Tuesday afternoon session at SB’16 Copenhagen. ... View More

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How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers

Consumers are expecting a new dynamic in the relationship they build with brands. The team from Edelman gathered a full room at Wednesday’s lunch time session to unveil the breakthrough ‘2016 Earned Brand’ research study for the first time. The... View More

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Everything in Moderation: Why You – and Your Brand – Need to Learn to Say 'Enough'

In the midst of talks on “marketing,” “driving business forward” and “creating competitive advantages” this week at SB’16 Copenhagen, Sirikul “Nui” Laukaikul - founder of the Brandbeing Consultant and representing the Thailand Susta... View More

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Practice What You Preach Can Now Be Measured

There’s a new wave of research that is measuring whether companies’ purpose matches their actions. What it’s found my not be surprising: Globally, there is a purpose-action gap among corporate brands. “It’s time to move from thought leaders... View More

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How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose

“Purpose is like Pokémon - everybody is chasing it and nobody knows why,” “Mr. Goodvertising,” Thomas Kolster, mused at the start of the Tuesday morning plenary session at SB’16 Copenhagen. Articulating purpose is central to modern brandin... View More

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From Inspiration to Transformation to Activation: Authentic Approaches to Fulfilling Brand Purpose

In this volatile time of unceasing change, the opening night plenary presentations at SB’16 Copenhagen explored the characteristics an organisation needs to not just be resilient, but be ‘fit’ for the future. They unravelled the challenges and ... View More

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Where Does Your Brand Fall on the Sustainability Maturity Scale?

“For many organizations, the largest challenge is to implement sustainable initiatives.” So stated Daniela Pigosso, co-founder of management consultant firm Essensus, as we began one of the first round of workshops at SB’16 Copenhagen. For the ... View More

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How to Engage the 90% of Our Brains That Resists Changing Behaviour

In a rich and fascinating afternoon workshop on Monday, behavioural design experts Sille Krukow and Teis Andres of Krukow Behavioural Consulting explored their theory and tools on how conscientious companies can design the right environments in which... View More

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Toyota is Using Sewage Sludge to Power its New Electric Car

Hydrogen fuel cell cars could help solve the global warming crisis, but nobody wants to buy them. Yoshikazu Tanaka, chief engineer of the Toyota Mirai, Toyota’s hydrogen fuel cell car, calls it a “chicken or the egg” problem: no one wants to pu... View More

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Unilever to Acquire Seventh Generation, Inc.

Unilever announced today that it has signed an agreement to acquire Seventh Generation, Inc., the North American home and personal care products company. Based in Vermont, Seventh Generation is a pioneer in corporate responsibility and sustainable pr... View More

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HPE Commits to 100% Renewable Energy with RE100

Lara Birkes, CSO at HPE, talks about HPE's bold new goals: Today Hewlett Packard Enterprise marked an important milestone on our Living Progress journey. We joined RE100 with a commitment to reach 100 percent renewable energy, while setting an interi... View More

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