Assets About Brand Strategy

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Article
Innovation & TechnologyInnovation & Technology
Umicore: How Sustainability-Driven Innovation Transformed a Failing Mining Company Into a Materials Tech Power Player
Umicore: How Sustainability-Driven Innovation Transformed a Failing Mining Company Into a Materials Tech Power Player
Published on February 7, 2014
About a 4 minute read

Umicore’s ranking as #1 on the 2013 Global 100 index of most sustainable companies was met with healthy skepticism by social justice advocates and environmental purists. The company’s history as Union Minière du Haut Katanga created devastation ... View More

Article
H&M Trying to Prove 'Ethical Fast Fashion' Is Not an Oxymoron
H&M Trying to Prove 'Ethical Fast Fashion' Is Not an Oxymoron
Published on February 5, 2014
About a 3 minute read

In the context of the huge market for fast, disposable fashion, H&M’s brand promise to offer quality fashion at the best price might seem like an oxymoron. But the brand is determined to make good on its goal to “provide fashion for conscious... View More

Article
Innovation & TechnologyInnovation & Technology
More than 70 Mainstream Brands Now Taking Part in Collaborative Economy
More than 70 Mainstream Brands Now Taking Part in Collaborative Economy
Published on February 4, 2014
About a 8 minute read

I have been leading a research effort to understand the impacts of the growing Collaborative Economy trend. In case you are new to the collaborative economy, there's an unstoppable wave of people trading, renting and borrowing all kinds of services a... View More

Article
Marketing & CommunicationsMarketing & Communications
Review: Creating Value People to People: Another Way to Craft Brands and Do Business
Review: Creating Value People to People: Another Way to Craft Brands and Do Business
Published on February 1, 2014
About a 3 minute read

Authors Christophe Fauconnier & Benoit Beaufils, respectively CEO & founding partner of the consultancy Innate Motion, share their vision and the tools they use to develop purposeful brands in their latest book, Creating Value People to Peopl... View More

Article
Marketing & CommunicationsMarketing & Communications
How Can You Transform a Toxic Brand Into One That Is Loved More Than Before?
How Can You Transform a Toxic Brand Into One That Is Loved More Than Before?
Published on January 29, 2014
About a 5 minute read

It was a Sunday of June 1999. I was strolling in a forest of Luxembourg with my children. When the phone rang, I saw a number from the office and fumbled. One my colleagues talked about a small crisis, and asked if I could get to the Coca-Cola office... View More

Article
Circular EconomyCircular Economy
3 Ways Brands Can Survive the Sharing Economy in 2014
3 Ways Brands Can Survive the Sharing Economy in 2014
Published on January 29, 2014
About a 4 minute read

The sharing economy is a multibillion-dollar industry that's making big brands feel uneasy. Also known as the collaborative economy, borrowing, lending, reusing, and reselling is moving full speed ahead, and in 2014, large companies and organizations... View More

Article
Consumer Behavior Change
Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'
Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'
Published on January 29, 2014
About a 5 minute read

In the latest in a string of recent efforts to engage children in the joys of healthy eating, First Lady Michelle Obama announced last week that Subway® restaurants has joined the Partnership for a Healthier America (PHA) and Mrs. Obama’s Let’s ... View More

Article
Innovation & TechnologyInnovation & Technology
How Brands Can Unlock Our Adventures
How Brands Can Unlock Our Adventures
Published on January 17, 2014
About a 5 minute read

Many classic tales of adventure begin with an empowering gift: something that opens doors, reveals possibilities, or helps to overcome obstacles. D’Artagnan’s father presents him with fifteen crowns, a horse and a letter of introduction; James Bo... View More

Article
Imagining the Strange [Un]Sustainable New World of Tomorrow: 4 Mega Trends
Imagining the Strange [Un]Sustainable New World of Tomorrow: 4 Mega Trends
Published on January 17, 2014
About a 9 minute read

This post was originally written for and published on CSRwire's Commentary section, Talkback, on January 7, 2014.No, this is not another “looking at 2014” piece. I am more interested in looking a little further ahead. The world we live in has cha... View More

Article
Collaboration & Co-CreationCircular EconomyCollaboration & Co-Creation
The Collaborative Economy: 2014 Hot Topic and Trend
The Collaborative Economy: 2014 Hot Topic and Trend
Published on January 14, 2014
About a 3 minute read

According to a Berkeley study, one properly shared car reduces the need for nine owned cars. Participating in a car co-op may not be up your alley, but there are plenty of Millennials eschewing ownership and Boomers that are downsizing who buy into ... View More

Article
Innovation & TechnologyInnovation & Technology
Google to Acquire Nest Labs, Inc for $3.2B
Google to Acquire Nest Labs, Inc for $3.2B
Published on January 14, 2014
About a 2 minute read

Google has announced an agreement to buy smart home appliance company Nest Labs, Inc. for $3.2 billion.Nest’s mission is to reinvent oft-overlooked but important devices in the home such as thermostats and smoke alarms. Since its launch in 2011, Ne... View More

Article
Consumer Behavior Change
Dispelling the Dissonance: How Conscious Brands Can Turn Customer Beliefs Into Actions
Dispelling the Dissonance: How Conscious Brands Can Turn Customer Beliefs Into Actions
Published on January 9, 2014
About a 4 minute read

In the 2010 UN Global Compact-Accenture Global CEO Study, 49% of CEOs said that the sustainability agenda can only move forward if driven by greater consumer demand; government and corporate initiatives will not be enough. While sustainability advoca... View More

Article
Organizational GovernanceOrganizational Governance
Recyclebank Announces Grant Recipients of 8th Annual Green Schools Program
Recyclebank Announces Grant Recipients of 8th Annual Green Schools Program
Published on January 8, 2014
About a 3 minute read

Recyclebank® — the company that rewards its members with discounts and deals for making more conscious daily actions — today announced the schools selected for its 2014 Green Schools Program. Each year, the program grants money to schools to bri... View More

Article
Collaboration & Co-CreationCollaboration & Co-CreationMarketing & Communications
D&AD's White Pencil Teams Up with TIE to Create New League of 'Social Intrepreneurs'
D&AD's White Pencil Teams Up with TIE to Create New League of 'Social Intrepreneurs'
Published on January 7, 2014
About a 4 minute read

The D&AD White Pencil, an award that highlights excellent creative ideas with a social purpose — now in its third year — is the world’s top prize for design, advertising or digital work that addresses key social, political or ethical issues... View More

Article
Innovation & TechnologyInnovation & Technology
How Your Brand Can Counter the Cynics This Christmas
How Your Brand Can Counter the Cynics This Christmas
Published on December 19, 2013
About a 3 minute read

Cynicism about the social role of brands soars at Christmas. Back in the 1950s, singer-songwriter Tom Lehrer riffed on various carols: Hark the Herald Tribune sings, Advertising wondrous things. God rest ye merry, merchants, May you make the Yuletid... View More

Article
Collaboration & Co-CreationCollaboration & Co-CreationMarketing & Communications
Could You Join Unilever, M&S and Nike in #theBigShift?
Could You Join Unilever, M&S and Nike in #theBigShift?
Published on December 11, 2013
About a 5 minute read

In sustainability, the 'lone wolf' will soon be a thing of the past, as collaboration becomes increasingly necessary to make real changes.In October, Dell outlined its 2020 Legacy of Good plan, but admitted that it wouldn't be able to achieve its amb... View More

Article
Supply Chain
H&M Plans to Pay All Textile Workers ‘Living Wage’ by 2018
H&M Plans to Pay All Textile Workers ‘Living Wage’ by 2018
Published on November 27, 2013
About a 3 minute read

H&M, the world's second-largest clothing retailer, established a roadmap this week to pay a fair “living wage” to 850,000 textile workers by 2018, citing that governments were not acting fast enough. But some are arguing that H&M should m... View More

Article
Innovation & TechnologyInnovation & Technology
BBMG-SHFT Partnership Helping Brands Engage Savvy, Values-Driven Consumers
BBMG-SHFT Partnership Helping Brands Engage Savvy, Values-Driven Consumers
Published on November 27, 2013
About a 3 minute read

Last month, brand innovation consultancy BBMG and sustainable-lifestyle platform SHFT announced they are joining forces on a new branded content offering for organizations aiming to reach and engage Aspirational consumers, a fast-growing consumer seg... View More

Article
Marketing & CommunicationsMarketing & Communications
Brand Deep Dives: A Tool to Co-Create Common Convictions
Brand Deep Dives: A Tool to Co-Create Common Convictions
Published on November 15, 2013
About a 8 minute read

In this series, Christophe Fauconnier & Benoit Beaufils, respectively CEO & founding partner of brand consultancy Innate Motion, present the tools that the company uses to develop purposeful, mission-driven brands with their clients. Benoit &... View More

Article
Marketing & CommunicationsMarketing & Communications
Patagonia Promises 100% Traceable Down by 2014
Patagonia Promises 100% Traceable Down by 2014
Published on November 8, 2013
About a 2 minute read

It’s been a busy fall for Patagonia — the outdoor apparel company kicked off October with the launch of its “Responsible Economy” campaign, which challenges consumers and businesses to think more consciously about disposability and resource a... View More

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