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Assets About Brand Strategy

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Ford Reaffirms Commitment to Sustainable Supply Chain as First Automaker to Join EICC

Ford Motor Company is proud to become the first automaker to join the Electronic Industry Citizenship Coalition (EICC), a nonprofit coalition of leading electronics companies dedicated to improving the social, environmental and ethical conditions of ... View More

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7 Components of Purpose-Led Brands

We have entered the Age of Purpose — purpose as a collective value of growing cultural importance in many societies; as an emerging leading force in personal and career development; and as a driver of business decisions looking to create long-term ... View More

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Beyond Good Intentions: Tweaking the Buy One, Give One Model

While these models were implemented with the best of intentions, their lack of a holistic approach to the problems they’re aiming to address undermines a key selling point for mission-driven business models: the mutual benefits of improved reputati... View More

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Touching Your Soul: Responsible Brands, the Survival of our Species and the New Nutty

Great brands don’t stop at connecting with mere outward expressions of who we think we are or what we want to be. The very best brands connect with long-held mystical beliefs underlying our rational selves, the parts of our sub-consciousness that m... View More

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The Body Shop Marks 40th Year with Pledge to Be World's Most Ethical, Sustainable Global Company

To mark its 40th anniversary, The Body Shop has unveiled a pioneering global CSR strategy that will underpin all aspects of company operation. The new commitment will reaffirm the global cosmetics brand’s positioning as a leader in ethical business... View More

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McDonald’s Giving Books Instead of Toys in Happy Meals Through Valentine’s Day

Through Monday, February 15, McDonald’s stores in the U.S. will be swapping toys for books in its Happy Meals. Four children’s books have been specially printed to fit in small Happy Meal boxes, and some stores will have Spanish versions availabl... View More

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Mars to Remove All Artificial Colors from Food Portfolio

On Friday, Mars, Incorporated announced that it will remove all artificial colors from its human food products. Over the next 5 years, artificial colors will be phased out of the company's chocolate, gum, confection, food and drink businesses. The co... View More

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Play Your Part: Activating on Purpose Key for Successful Engagement for Sports, Brands

The popularity of team sports in the U.S. — and the idolatry surrounding star players — makes them a perfect platform for reaching fans and encouraging behavior change on a massive scale. With 190 million fans expected to tune in on Sunday, the S... View More

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John West Partnering with WWF, MSC to Offer World's Largest Range of Sustainable Tuna

This week, John West Australia, WWF-Australia (WWF) and the Marine Stewardship Council (MSC), announced that they have come together to make the single biggest brand commitment to help end unsustainable fishing methods within the canned tuna industry... View More

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Barbie Breaks Out of Blonde, Blue-Eyed Box with Range of New Shapes, Sizes, Skin Tones

“It’s kind of cool to have people look different,” a young girl says, with two dolls in her hands. One is blonde and blue-eyed, the other has darker tones – and both are Barbie.In a bold move from Mattel, Barbie will now be available in 7 dif... View More

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Marketers: Stop Selling 'Green,' Start Selling Products That Match Our Values

Sustainable Brands recently referenced a study from Ohio State University that shows that “not only do many consumers not want to put much effort toward finding out whether our purchases were produced ethically (which is not exactly news), they hav... View More

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Interface Expands Recycling Operations with Network of ‘Regional Recycling Allies’

Carpet tile manufacturer and sustainability leader Interface is expanding its ReEntry recycling program by “creating a new network of regional recycling allies,” beginning with Oakland, Calif.-based Rethink Green. The company is seeking additiona... View More

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Sealed Air Supports Patriots Path Military Career Transition Program

Sealed Air Corporation today announced its partnership with Charlotte-based veterans’ organization Patriots Path. As a partner company, Sealed Air is sponsoring classes, donating classroom space for the five-week job skills courses and providing re... View More

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Purpose to the People: How Brands Can Turn Crowds of Consumers Into Movements of Change

Purpose brands that are authentic in creating a positive contribution to society while focusing on the delivery of great products and services are outgrowing other competitors. A clear purpose drives consumer preference and motivates employees, accel... View More

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Epson's New In-Office Papermaking System Turns Waste Paper Into New Paper

While so much of our lives have veered toward the digital, many organizations’ operations still rely to some degree on paper. Innovative solutions to help minimize the impact of continued paper use include print-optimization technologies and even m... View More

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How Brands Can Leverage the Sustainable Development Goals

The Sustainable Development Goals (SDGs) have been big news in the sustainability community since their launch in September. ... View More

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Towards Corporate Humanities: How to Leverage Purpose to Make Your Organization More Human

In the past few weeks we talked about what purpose is, how it’s affected the economy, and why it’s so important from a psychological perspective. We ended the last post by beginning to understand the differences between Humans and Econs [Humans b... View More

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How to Implement Social Innovation in Large Organizations

One the final sessions at SB ’15 London saw Mandar Apte, chemical engineer and program manager of Shell's GameChanger program on social innovation, facilitate an interactive workshop about how to drive social innovation from inside large organisati... View More

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How Partnerships, Disrupting Business Models, Gamifying Energy Became Cornerstones of Innovation for Brands

The final morning plenary at SB ’15 London brought together a handful of popular household brands with some established and up-and-coming industry innovators, all of which pulled back the curtain on key success factors for bringing sustainability i... View More

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How to Communicate Sustainability at a Brand Level

SB ‘15 London’s third and final afternoon kicked off with a colourful session with Matthew Yeomans, founder of Sustainly, a knowledge consultancy and advisory platform based around bringing together the worlds of sustainability and communications... View More

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