Assets About Brand Strategy

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Article
Innovation & TechnologyInnovation & Technology
TOMS Shoes Creates Home for Imitators with New TOMS Marketplace
TOMS Shoes Creates Home for Imitators with New TOMS Marketplace
Published on November 5, 2013
About a 2 minute read

TOMS Shoes, which has helped provide shoes for children in need around the worldwide with its One for One® model, helped spearhead the burgeoning movement of social entrepreneurs creating similar business models based on addressing a problem while m... View More

Article
Innovation & TechnologyInnovation & Technology
Walk on the Wild In-side: How Social Intrapreneurs are Disrupting the System from Within
Walk on the Wild In-side: How Social Intrapreneurs are Disrupting the System from Within
Published on November 4, 2013
About a 4 minute read

Lou Reed was a rock-n-roll pioneer. While he may not have achieved many solo hits, he accomplished what all sustainability professionals seek: He shifted the system. Brian Eno famously said, ‘The Velvet Underground may have sold only 10,000 records... View More

Article
REI Data Center Retrofit Reduces Cooling Energy Use by 93%
REI Data Center Retrofit Reduces Cooling Energy Use by 93%
Published on October 31, 2013
About a 2 minute read

REI says a retrofit of its data center, which houses servers and backup systems for computers, software systems, REI.com and point of sale for its 132 stores in 33 states, has resulted in a 93 percent reduction in the cooling energy used to operate t... View More

Article
Circular EconomyCircular Economy
Tesco Reveals Food Waste Figures, Plus Action Steps on How to Tackle It in Store and at Home
Tesco Reveals Food Waste Figures, Plus Action Steps on How to Tackle It in Store and at Home
Published on October 22, 2013
About a 5 minute read

Today, UK grocery retailer Tesco unveiled food waste figures for its operations and supply chain, alongside figures that show 68 percent of bagged salad in particular is wasted and that 35 percent of this waste occurs in the home.As a first step in r... View More

Article
Circular EconomyCircular Economy
Nestlé on Its Way to Achieving Zero Waste in Europe by 2020
Nestlé on Its Way to Achieving Zero Waste in Europe by 2020
Published on October 18, 2013
About a 2 minute read

Nestlé today announced it will achieve zero waste in all 150 of its European factories by 2020, meaning no factory waste will go to landfill or be incinerated without energy being recovered from the process.“The decision to achieve zero waste illu... View More

Article
Community Updates
Sustainable Brands® to Spotlight Product/Brand Innovation Driving Economic, Social and Environmental Benefit at London Conference
Sustainable Brands® to Spotlight Product/Brand Innovation Driving Economic, Social and Environmental Benefit at London Conference
Published on October 16, 2013
About a 4 minute read

SAN FRANCISCO, October 16, 2013 – Sustainable Brands® recently announced program details for its pan-European conference to be held at the Lancaster London, November 18-19th. The conference will bring together over 500 senior-level brand marketing... View More

Article
Innovation & TechnologyInnovation & Technology
Target Takes Important Step Toward Sustainable Product Standard
Target Takes Important Step Toward Sustainable Product Standard
Published on October 7, 2013
About a 3 minute read

Target today announced an important step toward increasing product transparency, which the company says it hopes will lead to more sustainable and innovative products. ... View More

Article
Innovation & TechnologyInnovation & Technology
Bombas Socks' One-for-One Model Helping to Warm Feet — and Hearts
Bombas Socks' One-for-One Model Helping to Warm Feet — and Hearts
Published on September 26, 2013
About a 4 minute read

New York-based startup Bombas Socks is poised to revolutionize the sock industry while spreading its message of pushing yourself to “Bee Better.”Two years ago, after learning that socks are the more requested clothing item at homeless shelters, f... View More

Article
Community Updates
Life Technologies Tops Life Sciences Sector of Dow Jones 2013 Sustainability Index
Life Technologies Tops Life Sciences Sector of Dow Jones 2013 Sustainability Index
Published on September 18, 2013
About a 4 minute read

Life Technologies Tops Life Sciences Sector of Dow Jones 2013 Sustainability Index Company's sustainability record ranks among top 10 percent of large companies worldwide ... View More

Article
Organizational GovernanceOrganizational Governance
Do One Thing: Lessons in Driving Employee Engagement
Do One Thing: Lessons in Driving Employee Engagement
Published on September 14, 2013
About a 3 minute read

At Saatchi & Saatchi S we believe that employees are not only the heart and soul of a company, they are a company’s greatest asset in propelling and achieving its sustainability vision. At its most inspirational, employee engagement is also abo... View More

Article
Walmart Shares Its Sustainability Success Stories at Milestone Meeting
Walmart Shares Its Sustainability Success Stories at Milestone Meeting
Published on September 13, 2013
About a 5 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Starbucks Pledges to Not Cut Workers’ Benefits Under Obamacare
Starbucks Pledges to Not Cut Workers’ Benefits Under Obamacare
Published on August 30, 2013
About a 2 minute read

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

Article
Collaboration & Co-CreationCollaboration & Co-Creation
Four World-Changing Examples of NGO-Brand Partnerships
Four World-Changing Examples of NGO-Brand Partnerships
Published on August 28, 2013
About a 5 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Six Ways to Make Brand Sustainability Resonate with Consumers
Six Ways to Make Brand Sustainability Resonate with Consumers
Published on August 28, 2013
About a 5 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Why Green Product Brands Fail
Why Green Product Brands Fail
Published on August 27, 2013
About a 5 minute read

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

Article
Consumer Behavior Change
Customer Behavior Change: The Holy Grail of Conscious Brands
Customer Behavior Change: The Holy Grail of Conscious Brands
Published on August 21, 2013
About a 6 minute read

“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

Article
Collaboration & Co-CreationCollaboration & Co-Creation
Opposites Attract: Five Branding Lessons PrintEco Learned from Our Partnership with Domtar
Opposites Attract: Five Branding Lessons PrintEco Learned from Our Partnership with Domtar
Published on August 20, 2013
About a 6 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
The Rise of the Scratch Card Brand
The Rise of the Scratch Card Brand
Published on August 14, 2013
About a 7 minute read

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

Article
Marketing & CommunicationsMarketing & Communications
Obsession Over 'Natural' Aside, Burt's Bees a Rightful Leader in the Personal Care Industry
Obsession Over 'Natural' Aside, Burt's Bees a Rightful Leader in the Personal Care Industry
Published on August 14, 2013
About a 5 minute read

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

Article
Community Updates
Webinar: Making the Business Case for Sustainability
Webinar: Making the Business Case for Sustainability
Published on August 13, 2013
About a 2 minute read

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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