Assets About Brand Strategy

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Article
Innovation & TechnologyInnovation & Technology
Sustainable Materials at Scale: 100% Recycled Denali Fleece Prevents Waste on Multiple Fronts
Sustainable Materials at Scale: 100% Recycled Denali Fleece Prevents Waste on Multiple Fronts
Published on October 21, 2014
About a 2 minute read

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

Article
Materials & PackagingMaterials & Packaging
Shareholders Representing $35B Press P&G for Recyclable Packaging
Shareholders Representing $35B Press P&G for Recyclable Packaging
Published on October 21, 2014
About a 3 minute read

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

Article
Community Updates
The UPS Foundation Awards Nearly $2.5 Million in Environmental Grants
The UPS Foundation Awards Nearly $2.5 Million in Environmental Grants
Published on October 14, 2014
About a 3 minute read

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

Article
10 Forces That Are Bringing Sustainability and Marketing Closer Together (Finally!)
10 Forces That Are Bringing Sustainability and Marketing Closer Together (Finally!)
Published on October 9, 2014
About a 7 minute read

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Article
Innovation & Technology
How Comfortable Are You with Your Customers Having All the Power?
How Comfortable Are You with Your Customers Having All the Power?
Published on October 8, 2014
About a 4 minute read

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

Article
Organizational Governance
3 Things the NFL Should Do to Regain Women's Trust and Rehab Its Brand
3 Things the NFL Should Do to Regain Women's Trust and Rehab Its Brand
Published on October 1, 2014
About a 8 minute read

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

Article
Supply Chain
Leading Up to Fair Trade Month, Keurig Green Mountain Ramping Up Efforts to Develop Resilient Supply Chains
Leading Up to Fair Trade Month, Keurig Green Mountain Ramping Up Efforts to Develop Resilient Supply Chains
Published on September 30, 2014
About a 4 minute read

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

Article
Google Leaves ALEC, Chairman Says Group Is 'Literally Lying' About Climate Change
Google Leaves ALEC, Chairman Says Group Is 'Literally Lying' About Climate Change
Published on September 23, 2014
About a 3 minute read

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

Article
Organizational GovernanceOrganizational Governance
Kellogg Joins BICEP Coalition to Push for Better Energy & Climate Policies
Kellogg Joins BICEP Coalition to Push for Better Energy & Climate Policies
Published on September 22, 2014
About a 3 minute read

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

Article
Organizational GovernanceOrganizational Governance
Letting Your Mission Drive Success: Lessons from Ben & Jerry's and Seventh Generation
Letting Your Mission Drive Success: Lessons from Ben & Jerry's and Seventh Generation
Published on September 19, 2014
About a 6 minute read

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

Article
New MetricsInnovation & TechnologyMaterials & Packaging
BASF Evaluating Entire Product Portfolio for Sustainability
BASF Evaluating Entire Product Portfolio for Sustainability
Published on September 10, 2014
About a 3 minute read

In order to better help its customers align environmental and societal considerations with business success, BASF has developed a new process for steering its portfolio based on sustainability criteria. Launched today, the Sustainable Solution Steeri... View More

Article
Marketing & Communications
Napa Green Wines: Not Shouting It From the Rooftops
Napa Green Wines: Not Shouting It From the Rooftops
Published on July 24, 2014
About a 4 minute read

Of the 50 certified wineries, surprisingly, only three have opted to display the Napa Green logo on their labels — despite the time and cost involved in obtaining those certifications — so, I dug a little deeper. ... View More

Article
Marketing & CommunicationsMarketing & Communications
Can Chipotle Learn About Food Integrity from McDonald's?
Can Chipotle Learn About Food Integrity from McDonald's?
Published on July 23, 2014
About a 4 minute read

McDonald’s Canada’s experience is evidence that social media is pushing transparency mainstream, and that for them the risks have been worth the rewards of increased customer trust. ... View More

Article
Marketing & Communications
How to Communicate Effectively with Young Consumers (Or, Lessons from 'Funny or Die')
How to Communicate Effectively with Young Consumers (Or, Lessons from 'Funny or Die')
Published on July 8, 2014
About a 3 minute read

When an irreverent spoof video can increase web traffic to the Affordable Care Act website by 40% in less than a day, understanding why can help your brand better communicate with young consumers. ... View More

Article
Innovation & Technology
West Elm's Artisan Partnerships Supporting Thousands in Developing Communities
West Elm's Artisan Partnerships Supporting Thousands in Developing Communities
Published on July 3, 2014
About a 3 minute read

In 2013, West Elm committed to invest $35M in artisan partnerships around the world through 2015. These partnerships create a number of benefits for both West Elm and the artisans they collaborate with. ... View More

Article
Community Updates
Novozymes Integrated Annual Report - 2013
Novozymes Integrated Annual Report - 2013
Published on February 27, 2014
About a 1 minute read

The year aheadOver the past few years, we have seen increased interest in the biotechnology industry from large chemical companies, a reflection of its immense promise. We do not see this interest waning in 2014. Although it may increase competition,... View More

Article
Marketing & Communications
Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users
Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users
Published on February 26, 2014
About a 4 minute read

Consistently creating valuable content through a variety of channels is a great way for companies to establish thought leadership and gain customer trust; Airbnb’s content-marketing initiatives are a best-practice model. ... View More

Article
Consumer Behavior Change
Caesars Entertainment First to Sign On to EPA's WaterSense H2Otel Challenge
Caesars Entertainment First to Sign On to EPA's WaterSense H2Otel Challenge
Published on February 11, 2014
About a 3 minute read

Last week, the US Environmental Protection Agency (EPA) announced the launch of the WaterSense H2Otel Challenge to encourage hotels to use best management practices that will save water and money, while reducing greenhouse gas (GHG) emissions that co... View More

Article
Organizational GovernanceOrganizational Governance
Talent, Transformation and the Triple Bottom Line: Andrew Savitz on the Sustainability-HR Nexus
Talent, Transformation and the Triple Bottom Line: Andrew Savitz on the Sustainability-HR Nexus
Published on February 10, 2014
About a 4 minute read

Once considered strange bedfellows, sustainability and human resource management are being increasingly recognized as an ideal match. Andrew Savitz’s book Talent, Transformation, and the Triple Bottom Line: How Companies Can Leverage Human Resource... View More

Article
Marketing & CommunicationsMarketing & Communications
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
Published on February 7, 2014
About a 2 minute read

IKEA is launching a new marketing campaign in the UK this weekend called “The Wonderful Everyday,” which will explain the brand’s values and sustainability ethos to consumers, according to Marketing Week.The first ads, which launch tomorrow (Fe... View More

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