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Assets About Brand Strategy

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Walmart Shares Its Sustainability Success Stories at Milestone Meeting

Yesterday, Walmart broadcast its Global Sustainability Milestone Meeting through its online portal The Green Room. The meeting celebrated the global retailer’s progress since the launch of its Sustainability Index in August 2012, a collaborative me... View More

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Starbucks Pledges to Not Cut Workers’ Benefits Under Obamacare

Starbucks CEO Howard Shultz told Reuters this week the company will not cut hours or benefits for employees — referred to as "partners" — in response to Obamacare.While many other large companies in the food service sector have said the... View More

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Four World-Changing Examples of NGO-Brand Partnerships

Do you feel that once you’ve met one environmentalist, you’ve met them all … and that each of them comes with a banner in their backpack? If so, and if that’s stopping you from collaborating with them, you’re likely missing out on an opport... View More

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Six Ways to Make Brand Sustainability Resonate with Consumers

Climate change. Resource scarcity. Pollution. Human rights. These are some of the most pressing issues facing business today. They are also some of the most difficult for consumers to relate to, let alone orient their lives around.According to a rece... View More

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Why Green Product Brands Fail

The Guardian recently published an excellent article on "Why Green Brands Are Failing to Capture Public Attention:"The answer is that environmental/social consciousness is only one part of what are much broader and more complex cultural shi... View More

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Customer Behavior Change: The Holy Grail of Conscious Brands

“If we can’t get the consumer involved, we will always be behind the curve,” Marks & Spencer CEO Marc Bolland said when he launched the retailer’s ‘Plan A’ sustainability stakeholder consultation.The logic is compelling. Changing cust... View More

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Opposites Attract: Five Branding Lessons PrintEco Learned from Our Partnership with Domtar

Domtar Corporation is one of the largest and most innovative paper companies in the world. Our company, PrintEco, is a two-year-old software startup with a mission to help save paper and ink and protect the environment. So when we announced our partn... View More

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The Rise of the Scratch Card Brand

We're living in The Age of Scratch Card Brands — social networks have closed the gap between brands and the businesses that deliver them to the extent that businesses now sit immediately beneath their brands. Social networks have rendered the facto... View More

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Obsession Over 'Natural' Aside, Burt's Bees a Rightful Leader in the Personal Care Industry

Burt’s Bees is an incredible American success story. Roxanne Quimby’s venture into beeswax candles took her from New England craft fairs to lip balm and personal care products sold in thousands of drugstores across the United States, before she e... View More

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Webinar: Making the Business Case for Sustainability

KNOXVILLE, Tenn., August 13, 2013 – Shelton Group, the nation’s leading marketing communications firm entirely focused in the sustainability and energy efficiency sectors, announced today that its next webinar will focus on sustainability as both... View More

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Wilsonart’s Fletcher Distribution Center Moves Closer Toward Zero Waste to Landfill Goal

TEMPLE, TX (July 30, 2013) – Zero landfill contribution is a daunting sustainability goal, but with its Fletcher Distribution Center also leading the way, Wilsonart is making strides in its waste reduction movement. In just three months, the distri... View More

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Dell Announces Social, Environmental Achievements as Part of 'Powering the Possible'

Dell has announced key corporate responsibility achievements, such as collecting one billion pounds of electronic waste a year earlier than planned, with the release of its Fiscal Year 2013 (FY13) Corporate Responsibility Summary Report.The report ou... View More

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Big, Bold, Creative ... and Normal: How Brands Can Shift Sustainability Into the Mainstream

Bob Dylan understood the sustainability challenge long ago when he sang, “People seldom do what they believe in / They do what is convenient, then repent” in “Brownsville Girl.”For sustainability to become mainstream, we need to reframe the d... View More

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Unilever's 'Green Express' Train Is Latest Way to Cut Its Supply Chain Footprint

Unilever has launched a new rail service in Italy called Green Express, as part of a wider eco-efficiency programme within its supply chain to support the Unilever Sustainable Living Plan.The service delivers Unilever’s Algida brand ice cream from ... View More

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Mondelez International Helping 1,500 Vietnamese Coffee Farmers Become Sustainable Entrepreneurs

Global food and beverage giant Mondelez International has unveiled a new training facility for coffee farmers to promote sustainability and entrepreneurship in Vietnam. The company says this is a major step toward implementing its "Coffee Made H... View More

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Round-Up #1: What Can My Brand Take Away From This Issue in Focus?

Our Issue in Focus on Driving Behaviour Change kicked off in style this month with articles exploring why, how and what brands can do to create behaviour change for a better world. Here is the first of two round-ups of the content from Forum for the ... View More

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Ford Outlines Progress, Newest Goals with Release of Latest Sustainability Report

In a webinar this morning, Ford’s Global Director of Sustainability & Vehicle Environmental Matters John Viera and EVP & CFO Bob Shanks briefly outlined the company’s newly released 2012/13 Sustainability report. ... View More

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Consumers Believe Brands Can Have Positive Impact but Are Failing to Do So

For all the talk about how important brands are in people's lives, the evidence points firmly in the other direction. ... View More

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Richard Branson and Jochen Zeitz Launch 'B Team' to Foster Sustainable Business

Virgin Group founder Sir Richard Branson and PUMA Chairman Jochen Zeitz have launched a new non-profit call “The B Team,” which aims to deliver a new way of doing business that prioritizes people and planet alongside profit — a "Plan B&quo... View More

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Pet Industry Sustainability Coalition Launches Collaborative Web-Based Sustainability Toolkit

The recently formed Pet Industry Sustainability Coalition (PISC) has launched Version I of the Pet Industry Sustainability Toolkit, which was developed as an evolving roadmap for pet companies interested in reducing the environmental and social impac... View More

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