Assets About Brand Strategy

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

The bottle, 35 grams lighter than the commercial standard, could represent a significant decrease in the carbon footprint of Champagne bottling. ... View More

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

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. ... View More

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

In 'Working to Restore,' writer Esha Chhabra highlights 30 companies around the world that embody a truly regenerative approach to business. ... View More

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

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. ... View More

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

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 aut... View More

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

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. ... View More

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How ChatGPT Can Help Propel Brand Sustainability Strategies

With applications that go beyond messaging and data analysis, the suddenly ubiquitous technology could give sustainability-driven brands several advantages. ... View More

Article
5 Ways to Recession-Proof Your Brand with Purpose

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. ... View More

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

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

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

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. ... View More

Article
Recenter and Accelerate: Japanese Brands Discuss Future-Proofing the Country’s 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 ... View More

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

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.’ ... View More

Article
The Many Hats of a Sustainable Marketer

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. ... View More

Article
Understanding the Important Difference Between ESG Risk and ESG Impact

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 ... View More

Article
Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change

By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change. ... View More

Article
Anheuser-Busch Brings ‘National Recycling League’ Action to Super Bowl LVII

Every beverage container recycled through gamified reverse vending machines will give fans an instant prize and qualify them to win NFL season tickets. ... View More

Article
It’s Not Easy Being Green: How to Avoid the Many Shades of Greenwashing

With keener public awareness and growing scrutiny of brand sustainability claims, greenwashing hasn’t gone away but become a ‘many-headed beast.’ Experts weigh in on the best way forward for brands. ... View More

Article
From Messages to Painted Pictures: How Storytelling Drives Social Purpose

Messaging is about telling an audience something; storytelling shows them something. Engaging social-purpose storytelling can shape the way people think and feel, and motivate them towards a desired action. ... View More

Article
Global Citizen, Authentic Team Up to Rally Consumers to Help #EndExtremePovertyNOW

The strategic initiative will include impact-focused brand activations and products to engage consumers in Global Citizen’s mission to end extreme poverty. ... View More

Article
Brands Grapple with Sustainable Growth in Crowded, Stalling, Alternative-Protein Market

Industry players must keep making their products even more attractive, appeal to older generations and bring down costs. Only then can we address the significant environmental impacts of animal agriculture while satisfying the meat-loving masses. ... View More

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