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Assets About Brand Strategy

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Creating Brands of Enduring Value: The 5 Trends Shaping CMO Success in 2015

The new buzzword among CEOs, entrepreneurs and ecologists is the idea of resilience: building the values, systems and behaviors within businesses and brands to cope with uncertainty and constant, disruptive change.From data breaches and hacked emails... View More

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Diageo Sets New Responsible Drinking, Social and Environmental Goals for 2020

Global alcoholic beverage company Diageo—maker of such iconic brands as Guinness, Bailey's, Tanqueray and Johnnie Walker—has announced 20 new sustainability and responsibility targets in three core areas to be achieved by 2020: leadership in alco... View More

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Panera Bread Reports Strides in Achieving Its Standard for Responsibly Raised Livestock, Poultry

Panera Bread today offered details regarding its progress on sourcing only responsibly raised livestock and poultry, following the introduction of its new Food Policy in June.As part of Panera’s commitment to have a positive impact on the food syst... View More

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Chipotle Leads with Sustainability to Maintain Brand Sheen

While the fast-food business in the United States remains sluggish and roiled, eco-conscious burrito chain Chipotle has experienced rapid and relatively smooth growth through the recession and, especially, since then: Same-store sales rose by 20 perc... View More

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E.ON Announces Shift to Renewables as Part of Bold New Corporate Strategy

German power and gas giant E.ON has announced it will now focus on renewables, distribution networks and customer solutions, and spin off its conventional generation, global energy trading, and exploration and production businesses into a new, indepe... View More

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#SB14London: Barry Digs Deep Into Challenges, Lessons Learned as M&S Embarks on Next Phase of 'Plan A'

As Marks & Spencer’s Plan A programme moves into a new phase — that of engagement — the company’s director of sustainable business, Mike Barry took to the stage Tuesday evening at SB ’14 London to offer his insights into how companies c... View More

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Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning

This Monday afternoon workshop offered great insight into the way innovative and successful companies have made the transformation from a culture of Storytelling to one of “Storydoing.” For those not familiar with the term, Ty Montague (author of... View More

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#SB14London: How to Tell a Sustainable Brand Story Your Customers will Listen To

In a workshop on Monday morning, day one of SB ’14 London, Futerra’s Head of Brand Strategy, Daianna Karaian, and Marketing Manager Stuart Duncan shared several guidelines on customer engagement and suggested a 4-step strategy to effectively enha... View More

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#SB14London: Why Brands Should Be Talking Sustainability

What if 15 of the biggest Fast Moving Consumer Goods (FMCG) companies decided they really wanted to change the world? How would they go about communicating their sustainability commitments to the millions of consumers they need to persuade to live mo... View More

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Boeing, Kenya Airways Partner with Non-Profits to Deliver Medical Supplies in Kenya

Boeing and Kenya Airways have partnered with First Baptist Church in Baytown, Texas, to transport medical equipment to Kajiado, Kenya, on a newly delivered 787 Dreamliner from the company's North Charleston, S.C., facility.The supplies, including exa... View More

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Sustainable Materials at Scale: 100% Recycled Denali Fleece Prevents Waste on Multiple Fronts

Here at The North Face, we believe in making great outdoor gear in a sustainable and responsible way. That’s why we’ve set out to change the way outdoor apparel is made. We’ve set a bold goal to have 100 percent of our polyester (or 80 percent ... View More

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Shareholders Representing $35B Press P&G for Recyclable Packaging

Consumer goods giant Procter & Gamble has made a qualified commitment that 90 percent of its packaging will be recyclable by 2020. The commitment came the day before an October 14 vote on a shareholder proposal filed by shareholder advocacy group... View More

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The UPS Foundation Awards Nearly $2.5 Million in Environmental Grants

More Than Three Million Trees Planted Across 47 Countries to Support Global Environmental SustainabilityThe UPS Foundation, the philanthropic arm of UPS® (NYSE: UPS), announced it has awarded nearly $2.5 million to non-profit organizations with an ... View More

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How Comfortable Are You with Your Customers Having All the Power?

Wolff Olins and Flamingo’s Game Changers series is an annual exploration of what’s driving change in the world of brands. The latest Game Changers report, The New Mainstream, looks at the evolving ways people are consuming products and interactin... View More

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3 Things the NFL Should Do to Regain Women's Trust and Rehab Its Brand

For the NFL to rebuild trust with women in the wake of the ongoing domestic violence debacle, and repair its bruised brand image, Commissioner Roger Goodell will need to do more than apologize, beef up education programs and promise to do better. To ... View More

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Leading Up to Fair Trade Month, Keurig Green Mountain Ramping Up Efforts to Develop Resilient Supply Chains

With Fair Trade Month beginning tomorrow, Keurig Green Mountain Inc. (KGM), formerly Green Mountain Coffee Roasters, has revealed its strategy for building a more resilient supply chain. By continuing its support of fair trade, the company is aiming ... View More

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Google Leaves ALEC, Chairman Says Group Is 'Literally Lying' About Climate Change

Google chairman Eric Schmidt admitted on Monday that his company had made a mistake in funding the American Legislative Exchange Council (ALEC), a political group that opposes U.S. action on climate change, and that Google would not renew its members... View More

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Kellogg Joins BICEP Coalition to Push for Better Energy & Climate Policies

Kellogg Company has joined the Business for Innovative Climate & Energy Policy (BICEP), committing to expand its global sustainability efforts by working with businesses and policymakers to enact meaningful energy and climate policies.BICEP, a pr... View More

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Letting Your Mission Drive Success: Lessons from Ben & Jerry's and Seventh Generation

All businesses value consumer and employee loyalty and the opportunity to shape the playing field in which they operate. Mission-driven businesses such as B Corps Seventh Generation and Ben & Jerry’s are finding that having an authentic purpose... View More

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