Assets About Brand Strategy

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Article
On our way to 2020: A Materiality Study

Earlier this year, you saw the launch of Sealed Air’s Better Way for Life Plan and 2020 Sustainability Goals. As you would expect, a lot of work was done behind the scenes to set such aggressive commitments. To make sure we weren’t creating ... View More

Article
H&M Film Asserts, 'There Are No Rules in Fashion But One: Recycle Your Clothes'

H&M has released an inspiring film emphasizing that there is only one rule in fashion – to recycle your clothes! Starring and narrated by icon Iggy Pop, and featuring appearances by blogger Pardeep Singh Bahra, emerging designer Loza Maleombho ... View More

Article
To Develop Long-Term Sustainability Plans, Look to Oil Companies

Sustainability conversations are changing. Just look at the National Association for Environmental Management’s (NAEM’s) thorough “Planning for a Sustainable Future” report released this week: EHS and sustainability leaders are quickly solvin... View More

Article
CVS' No-Smokes Decision Decreased Tobacco Sales in Chains Across the US

One year after drugstore chain CVS Health stopped selling cigarettes, the company released new data that shows the decision has influenced tobacco sales across many types of retailers and announced a new school-based tobacco-prevention program. ... View More

Article
Marketing for Social Change: How to Profitably Use Your Brand Power as a Force for Good

Do your customers believe society is better off if they do business with your company? If not, it’s time for a marketing breakthrough. ... View More

Article
NGO Asking Coke to Spend Its $3B Ad Budget on Saving the Rainforest Instead

Hey Coca-Cola, how about redirecting your advertising budget for a year to help save the planet?That is the ask of the group Buy the World a Hope, an “independent group of people who believe that there must be new ways to substantially help the wor... View More

Article
Top Challenges, Opportunities and Trends for Socially Minded Brands

Challenges and Opportunities.When it comes to social branding there are two key challenges. First, a company must have a clear definition of its brand and an authentic desire to have a positive impact on the world. For many brands this could be a cha... View More

Article
3 Tips for Helping B2Bs Find Their Sex Appeal

B2B companies often see themselves as the dry toast to B2Cs’ Belgian waffles dripping with whipped cream and berries. And when we talk about making sustainability sexy, they may think it doesn’t apply to them. But it does. ... View More

Article
Employee Engagement for Purpose-Driven Business 101 (or 5 Reasons Clif Bar Employees Are So Damn Happy)

While more and more companies are becoming focused on a triple bottom line — in which they prioritize the health of people and planet in addition to profit — Clif Bar founder Gary Erickson took the sentiment further back in 2000, when he decided ... View More

Article
The UPS Foundation Awards Keep America Beautiful Affiliates with Community Tree and Recovery Tree Planting Grants

STAMFORD, Conn. (Aug. 6, 2015) – Keep America Beautiful and The UPS Foundation today announced the recipients of the 2015 Keep America Beautiful/UPS Community Tree and Recovery Tree Planting Grants. More than 30 grants, totaling $160,000, are bein... View More

Article
Dave's Killer Bread Launches Foundation, Invites Fans to Support Second-Chance Employment

Capping a decade of success employing people with criminal backgrounds and upending expectations in the bread category, Dave’s Killer Bread (DKB) this week launched the newly formed Dave’s Killer Bread Foundation. Powering what it calls “Second... View More

Article
Kimberly-Clark Corporation Releases Annual Sustainability Report

Kimberly-Clark Corporation (NYSE: KMB) today published its annual report on sustainability, providing a comprehensive overview of the company’s sustainability efforts, focusing on case studies that highlight social and environmental progress throug... View More

Article
With No-Label Can, Coca-Cola Asks Us to 'Remove Labels' This Ramadan

Coca-Cola has launched a new campaign to discourage stereotyping and prejudice. In time for the Muslim holiday of Ramadan, the beverage giant will remove labels from its soda cans throughout the Middle East.The company explained its rationale behind ... View More

Article
How Brands Can Act Now to Benefit from New Efficiency Standards for Trucking

Earlier this month, the U.S. Environmental Protection Agency (EPA) and the U.S. Department of Transportation proposed new fuel-efficiency and greenhouse gas standards for medium- and heavy-duty trucks.I spoke with Jason Mathers of the Environmental D... View More

Article
Hershey Fights Malnutrition in Ghana with ‘Energize Learning’ Program, Aims to Reach 50,000 Children

The Hershey Company today announced a partnership that will support its campaign to fight malnutrition in Ghana. As part of its Energize Learning program, the company is teaming up with the Ghana School Feeding Programme and current partner Project P... View More

Article
How to Use Internal Competition to Drive Sustainability Engagement, Innovation Across a Company

As part of L’Oréal’s global sustainability program called Sharing Beauty With All, the company has pledged that by the year 2020, 100 percent of its products will have an environmental or social benefit. To help make that commitment a reality, ... View More

Article
Sealed Air Announces Gold Sponsorship of Charlotte Chamber GreenWorks Committee

Charlotte, NC, June 17, 2015 – Sealed Air Corporation (NYSE: SEE), recently announced its Gold Sponsorship of the Charlotte Chamber’s GreenWorks Committee. Sealed Air, which announced last July it is moving its global headquarters to Charlotte, ... View More

Article
Whole Foods' 365 Stores to Offer Whole Foods Quality, Standards at Lower Prices

On Thursday, Whole Foods Market today announced the name of its new streamlined, value-focused brand of stores: 365 by Whole Foods Market. Slated to begin opening in 2016, the new stores promise lower prices on natural and organic products that meet ... View More

Article
Hershey Named a Top 10 Green Company in the U.S.

The Hershey Company (NYSE: HSY) was recognized for its continuing commitment to environmental stewardship in Newsweek’s 2015 Green Rankings. Out of the top 500 U.S. companies named, Hershey placed No. 6, moving up 40 spots from last year’s ranki... View More

Article
How to Approach Transparency Campaigns: Lessons from Recent Attempts and Stakeholder Reactions

On the final day of SB ’15 San Diego, SustainAbility’s Mark Lee moderated a panel with two rather controversial brands — McDonald’s and Shell. Lee opened, “transparency is a pre-condition for trust, and trust is a pre-condition for collabor... View More

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