Assets About Brand Strategy

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Article
Collaboration & Co-CreationCollaboration & Co-Creation
How Woolworths Is Building Resilience in Its Food Supply Chain
How Woolworths Is Building Resilience in Its Food Supply Chain
Published on April 11, 2016
About a 3 minute read

As with any multinational retailer, a high proportion of the environmental impacts resulting from Woolworths operations worldwide are linked to the farming and/or processing of products that we sell. As a result, we make it our business to work toget... View More

Article
Organizational GovernanceOrganizational Governance
Sustainability Reporting 101: Eight Steps to Driving Business Growth
Sustainability Reporting 101: Eight Steps to Driving Business Growth
Published on March 18, 2016
About a 5 minute read

When it comes to sustainability reporting, companies may feel like they’re in an increasingly uncomfortable public-private vice. On one side, consumers and shareholders are pressuring organizations to be better corporate citizens and increase trans... View More

Article
Marketing & Communications
How the World's Best Companies Demonstrate Their Sense of Purpose
How the World's Best Companies Demonstrate Their Sense of Purpose
Published on March 8, 2016
About a 3 minute read

How do you communicate your company's sense of purpose — what you stand for in simple terms — in a way that is authentic, transparent and honest? Increasingly, the answer for many of the world's biggest companies is to highlight their sustainabil... View More

Article
Community Updates
UPS Named One of World’s Most Ethical Companies for Tenth Consecutive Year
UPS Named One of World’s Most Ethical Companies for Tenth Consecutive Year
Published on March 8, 2016
About a 3 minute read

ATLANTA, March 8, 2016 – UPS (NYSE:UPS) today announced it has been recognized as a World’s Most Ethical Company for the tenth consecutive year by the Ethisphere® Institute, a global leader in defining and advancing the standards of ethical busi... View More

Article
Supply Chain
Simplifying Social Impact: Engagement Is the Route to Business Benefits
Simplifying Social Impact: Engagement Is the Route to Business Benefits
Published on March 8, 2016
About a 4 minute read

‘Social Impact and profitability are two sides of the same coin’ was one of the core takeaways from the Sedex Supply Chain Sustainability Conference, which took place last week at the iconic Barbican Conference Centre in London. The theme of this... View More

Article
New Metrics
New Evidence Bolsters Claims of Connectivity Between CSR and Market Caps
New Evidence Bolsters Claims of Connectivity Between CSR and Market Caps
Published on March 7, 2016
About a 8 minute read

Last August, I published an article here in which I described what, to me, is the most compelling business case for corporate sustainability or CSR extant: the fact that it literally drives the market values of publicly traded firms up or down in mea... View More

Article
Innovation & TechnologyInnovation & Technology
How to Define – and Align – Your Brand's Purpose, Vision and Mission
How to Define – and Align – Your Brand's Purpose, Vision and Mission
Published on March 2, 2016
About a 4 minute read

With a growing body of evidence showing that purpose-driven brands are more successful at attracting customers, retaining talent and delivering financial returns, it’s increasingly important to define some essential elements that can bring meaning ... View More

Article
Supply Chain
The North Face Scales Locally & Domestically Produced 'Backyard Project' Collection
The North Face Scales Locally & Domestically Produced 'Backyard Project' Collection
Published on March 1, 2016
About a 4 minute read

Today, outdoor apparel company The North Face launches the second installment of its locally and domestically produced clothing line, The Backyard Project. For this new line, The North Face challenged itself to find ways to expand and scale its pilot... View More

Article
Marketing & CommunicationsMarketing & Communications
Patagonia's 'Tools for Grassroots Activists' Also Offers Lessons for Business, Marketing Leaders
Patagonia's 'Tools for Grassroots Activists' Also Offers Lessons for Business, Marketing Leaders
Published on February 29, 2016
About a 5 minute read

Earlier this month, Patagonia released a new book aiming to offer environmental advocates best practices in grassroots activism. While it may seem counterintuitive for a big brand to be talking about grassroots activism, it’s widely known that Pata... View More

Article
Community Updates
Sealed Air Announces Partnership with World Wildlife Fund Climate Savers Program
Sealed Air Announces Partnership with World Wildlife Fund Climate Savers Program
Published on February 24, 2016
About a 2 minute read

Sealed Air Corporation today announced its partnership with World Wildlife Fund’s Climate Savers program in an effort to collaborate and advance work to mitigate the effects of climate change globally. The Company made the announcement today with ... View More

Article
Collaboration & Co-CreationCollaboration & Co-Creation
Ford Reaffirms Commitment to Sustainable Supply Chain as First Automaker to Join EICC
Ford Reaffirms Commitment to Sustainable Supply Chain as First Automaker to Join EICC
Published on February 24, 2016
About a 4 minute read

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

Article
Organizational GovernanceOrganizational Governance
7 Components of Purpose-Led Brands
7 Components of Purpose-Led Brands
Published on February 19, 2016
About a 6 minute read

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

Article
Innovation & Technology
Beyond Good Intentions: Tweaking the Buy One, Give One Model
Beyond Good Intentions: Tweaking the Buy One, Give One Model
Published on February 19, 2016
About a 6 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Touching Your Soul: Responsible Brands, the Survival of our Species and the New Nutty
Touching Your Soul: Responsible Brands, the Survival of our Species and the New Nutty
Published on February 18, 2016
About a 9 minute read

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

Article
Innovation & TechnologyInnovation & Technology
The Body Shop Marks 40th Year with Pledge to Be World's Most Ethical, Sustainable Global Company
The Body Shop Marks 40th Year with Pledge to Be World's Most Ethical, Sustainable Global Company
Published on February 12, 2016
About a 7 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
McDonald’s Giving Books Instead of Toys in Happy Meals Through Valentine’s Day
McDonald’s Giving Books Instead of Toys in Happy Meals Through Valentine’s Day
Published on February 9, 2016
About a 3 minute read

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

Article
Innovation & TechnologyInnovation & Technology
Mars to Remove All Artificial Colors from Food Portfolio
Mars to Remove All Artificial Colors from Food Portfolio
Published on February 8, 2016
About a 3 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Play Your Part: Activating on Purpose Key for Successful Engagement for Sports, Brands
Play Your Part: Activating on Purpose Key for Successful Engagement for Sports, Brands
Published on February 6, 2016
About a 5 minute read

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

Article
Collaboration & Co-CreationCollaboration & Co-Creation
John West Partnering with WWF, MSC to Offer World's Largest Range of Sustainable Tuna
John West Partnering with WWF, MSC to Offer World's Largest Range of Sustainable Tuna
Published on February 4, 2016
About a 3 minute read

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

Article
Innovation & TechnologyInnovation & Technology
Barbie Breaks Out of Blonde, Blue-Eyed Box with Range of New Shapes, Sizes, Skin Tones
Barbie Breaks Out of Blonde, Blue-Eyed Box with Range of New Shapes, Sizes, Skin Tones
Published on January 29, 2016
About a 3 minute read

“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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