Assets About Brand Strategy

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Article
Community Updates
On our way to 2020: A Materiality Study
On our way to 2020: A Materiality Study
Published on September 16, 2015
About a 2 minute read

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
Innovation & TechnologyInnovation & Technology
H&M Film Asserts, 'There Are No Rules in Fashion But One: Recycle Your Clothes'
H&M Film Asserts, 'There Are No Rules in Fashion But One: Recycle Your Clothes'
Published on September 4, 2015
About a 2 minute read

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
Organizational GovernanceMarketing & Communications
To Develop Long-Term Sustainability Plans, Look to Oil Companies
To Develop Long-Term Sustainability Plans, Look to Oil Companies
Published on September 4, 2015
About a 5 minute read

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
Consumer Behavior Change
CVS' No-Smokes Decision Decreased Tobacco Sales in Chains Across the US
CVS' No-Smokes Decision Decreased Tobacco Sales in Chains Across the US
Published on September 3, 2015
About a 3 minute read

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 & CommunicationsMarketing & Communications
Marketing for Social Change: How to Profitably Use Your Brand Power as a Force for Good
Marketing for Social Change: How to Profitably Use Your Brand Power as a Force for Good
Published on August 26, 2015
About a 4 minute read

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
Circular EconomyCircular Economy
NGO Asking Coke to Spend Its $3B Ad Budget on Saving the Rainforest Instead
NGO Asking Coke to Spend Its $3B Ad Budget on Saving the Rainforest Instead
Published on August 18, 2015
About a 3 minute read

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
Marketing & CommunicationsMarketing & Communications
Top Challenges, Opportunities and Trends for Socially Minded Brands
Top Challenges, Opportunities and Trends for Socially Minded Brands
Published on August 14, 2015
About a 3 minute read

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
Marketing & CommunicationsMarketing & Communications
3 Tips for Helping B2Bs Find Their Sex Appeal
3 Tips for Helping B2Bs Find Their Sex Appeal
Published on August 13, 2015
About a 3 minute read

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
Organizational Governance
Employee Engagement for Purpose-Driven Business 101 (or 5 Reasons Clif Bar Employees Are So Damn Happy)
Employee Engagement for Purpose-Driven Business 101 (or 5 Reasons Clif Bar Employees Are So Damn Happy)
Published on August 7, 2015
About a 6 minute read

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
Community Updates
The UPS Foundation Awards Keep America Beautiful Affiliates with Community Tree and Recovery Tree Planting Grants
The UPS Foundation Awards Keep America Beautiful Affiliates with Community Tree and Recovery Tree Planting Grants
Published on August 6, 2015
About a 4 minute read

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
Innovation & TechnologyInnovation & Technology
Dave's Killer Bread Launches Foundation, Invites Fans to Support Second-Chance Employment
Dave's Killer Bread Launches Foundation, Invites Fans to Support Second-Chance Employment
Published on July 30, 2015
About a 4 minute read

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
Community Updates
Kimberly-Clark Corporation Releases Annual Sustainability Report
Kimberly-Clark Corporation Releases Annual Sustainability Report
Published on July 27, 2015
About a 3 minute read

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
Materials & PackagingMaterials & Packaging
With No-Label Can, Coca-Cola Asks Us to 'Remove Labels' This Ramadan
With No-Label Can, Coca-Cola Asks Us to 'Remove Labels' This Ramadan
Published on July 7, 2015
About a 2 minute read

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
Supply Chain
How Brands Can Act Now to Benefit from New Efficiency Standards for Trucking
How Brands Can Act Now to Benefit from New Efficiency Standards for Trucking
Published on June 26, 2015
About a 7 minute read

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
Collaboration & Co-CreationCollaboration & Co-Creation
Hershey Fights Malnutrition in Ghana with ‘Energize Learning’ Program, Aims to Reach 50,000 Children
Hershey Fights Malnutrition in Ghana with ‘Energize Learning’ Program, Aims to Reach 50,000 Children
Published on June 23, 2015
About a 3 minute read

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
Organizational GovernanceOrganizational Governance
How to Use Internal Competition to Drive Sustainability Engagement, Innovation Across a Company
How to Use Internal Competition to Drive Sustainability Engagement, Innovation Across a Company
Published on June 19, 2015
About a 6 minute read

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
Community Updates
Sealed Air Announces Gold Sponsorship of Charlotte Chamber GreenWorks Committee
Sealed Air Announces Gold Sponsorship of Charlotte Chamber GreenWorks Committee
Published on June 17, 2015
About a 2 minute read

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
Innovation & TechnologyInnovation & Technology
Whole Foods' 365 Stores to Offer Whole Foods Quality, Standards at Lower Prices
Whole Foods' 365 Stores to Offer Whole Foods Quality, Standards at Lower Prices
Published on June 12, 2015
About a 2 minute read

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
Community Updates
Hershey Named a Top 10 Green Company in the U.S.
Hershey Named a Top 10 Green Company in the U.S.
Published on June 10, 2015
About a 1 minute read

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
How to Approach Transparency Campaigns: Lessons from Recent Attempts and Stakeholder Reactions
Published on June 5, 2015
About a 4 minute read

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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