Assets About Brand Strategy

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Article
Marketing & CommunicationsMarketing & Communications
How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers
How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers
Published on October 3, 2016
About a 5 minute read

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

Article
Circular Economy
Everything in Moderation: Why You – and Your Brand – Need to Learn to Say 'Enough'
Everything in Moderation: Why You – and Your Brand – Need to Learn to Say 'Enough'
Published on September 29, 2016
About a 3 minute read

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

Article
New Metrics
Practice What You Preach Can Now Be Measured
Practice What You Preach Can Now Be Measured
Published on September 29, 2016
About a 2 minute read

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

Article
Marketing & Communications
How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose
How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose
Published on September 29, 2016
About a 6 minute read

“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

Article
Organizational GovernanceOrganizational Governance
From Inspiration to Transformation to Activation: Authentic Approaches to Fulfilling Brand Purpose
From Inspiration to Transformation to Activation: Authentic Approaches to Fulfilling Brand Purpose
Published on September 28, 2016
About a 3 minute read

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

Article
New Metrics
Where Does Your Brand Fall on the Sustainability Maturity Scale?
Where Does Your Brand Fall on the Sustainability Maturity Scale?
Published on September 27, 2016
About a 5 minute read

“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

Article
Consumer Behavior ChangeMarketing & Communications
How to Engage the 90% of Our Brains That Resists Changing Behaviour
How to Engage the 90% of Our Brains That Resists Changing Behaviour
Published on September 27, 2016
About a 4 minute read

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

Article
Community Updates
Toyota is Using Sewage Sludge to Power its New Electric Car
Toyota is Using Sewage Sludge to Power its New Electric Car
Published on September 21, 2016
About a 4 minute read

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

Article
Community Updates
Unilever to Acquire Seventh Generation, Inc.
Unilever to Acquire Seventh Generation, Inc.
Published on September 20, 2016
About a 2 minute read

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

Article
Community Updates
HPE Commits to 100% Renewable Energy with RE100
HPE Commits to 100% Renewable Energy with RE100
Published on September 20, 2016
About a 3 minute read

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

Article
New Metrics
How Becoming Future-Fit Is Helping The Body Shop in Its Quest for 'True Sustainability'
How Becoming Future-Fit Is Helping The Body Shop in Its Quest for 'True Sustainability'
Published on September 20, 2016
About a 5 minute read

“I think we have to be challenging to each other. If we look at the state of the planet, and we look at the performance of business, there’s something not working there.” Chris Davis, The Body Shop’s international CSR and campaigns director, ... View More

Article
Materials & PackagingMaterials & Packaging
JetBlue Makes One of the Largest Renewable Jet Fuel Purchases in Aviation History
JetBlue Makes One of the Largest Renewable Jet Fuel Purchases in Aviation History
Published on September 19, 2016
About a 4 minute read

JetBlue today announced a ten-year renewable jet fuel purchase agreement with bioenergy company SG Preston, for jet fuel made from rapidly renewable, bio-based feedstocks that do not compete with food production. This marks one of the largest renewab... View More

Article
Community Updates
Discerning Taste: Sustainability Reporting for Evolving Audiences
Discerning Taste: Sustainability Reporting for Evolving Audiences
Published on September 16, 2016
About a 1 minute read

  Corporate sustainability is no longer a niche subject important only in the minds of a handful of regulators and environmentalists. As our collective understanding of the value of sustainability has grown, new audiences have joined the conversatio... View More

Article
Community Updates
Dow Commits $2.8 Million Toward Collaborative Efforts to Reduce Marine Debris
Dow Commits $2.8 Million Toward Collaborative Efforts to Reduce Marine Debris
Published on September 16, 2016
About a 2 minute read

The Dow Chemical Company (NYSE: DOW) announced on September 16, 2016 that it has committed to spend $2.8 million over the next two years to drive solutions that address global marine debris and litter. The company made the announcement on Friday, Sep... View More

Article
Community Updates
Carlson Rezidor Hotel Provides Accessible Accommodation Solutions Across Asia Pacific with Accomable
Carlson Rezidor Hotel Provides Accessible Accommodation Solutions Across Asia Pacific with Accomable
Published on September 15, 2016
About a 3 minute read

          ... View More

Article
Community Updates
GM Commits to 100 Percent Renewable Energy by 2050
GM Commits to 100 Percent Renewable Energy by 2050
Published on September 14, 2016
About a 4 minute read

DETROIT – General Motors plans to generate or source all electrical power for its 350 operations in 59 countries with 100 percent renewable energy — such as wind, sun and landfill gas — by 2050. “Establishing a 100 percent renewable energy g... View More

Article
Community Updates
Ford Leading the Transportation Revolution
Ford Leading the Transportation Revolution
Published on September 13, 2016
About a 2 minute read

San Francisco will benefit from Ford’s latest expansion into alternative travel, as the company acquires Chariot and prepares to launch GoBike. What do we know about Chariot? It launched in 2014, and its shuttles fill the gap between cab and bus se... View More

Article
Community Updates
BillerudKorsnäs Praised for Continued Environmental Efforts by EcoVadis
BillerudKorsnäs Praised for Continued Environmental Efforts by EcoVadis
Published on September 13, 2016
About a 1 minute read

EcoVadis is a system for evaluating suppliers’ environmental aspects, working conditions, corporate social responsibility and subcontractors. Multinational brands with high ethical ambitions use the system to evaluate their supply chains in turn. T... View More

Article
Community Updates
Mission Zero: Interface Bids to Become Carbon Neutral
Mission Zero: Interface Bids to Become Carbon Neutral
Published on September 13, 2016
About a 5 minute read

Why set yourself an impossible challenge? For a company that sells $1 billion worth of carpet tiles a year, total elimination of its environmental impact by 2020 is surely beyond the realms of possibility. Industrial manufacturing processes, heavy us... View More

Article
Marketing & Communications
Forget Video Snacking: Longer Brand Stories Are Hitting Home
Forget Video Snacking: Longer Brand Stories Are Hitting Home
Published on September 13, 2016
About a 2 minute read

How can a brand or a company cut through the noise of our modern media landscape and truly connect with a short-attention span public about the social and environmental issues it really cares about? Documentary film might not seem the obvious solutio... View More

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