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Assets About Brand Strategy

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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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Are We at the Dawn of a Refill Revolution?

Over the past 10 years we’ve seen a recurring ambition from clients — wanting to ‘do a Nespresso.’ This is because it’s a refill system that premiumised their brand, redefined their category, elevated user experience, drove consumption and ... View More

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SB’13 Causeway Reminds Us That Sustainability Means People, Too

Our industry is in recovery mode today as we find our ways home from the always inspiring Sustainable Brands Conference. One of this year’s highlights (there were many) was the Solutions Expo, where 100 providers talked shop in a giant airy tent. ... View More

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SB '13 Day Four Speakers, Debates, Ads and Songs Exemplify Successful Sustainability Communications

Thursday, the morning of the fourth and final day of SB ‘13, continued the week’s momentum and lived up to its “Communications” theme with a variety of rousing speakers and conversations, peppered with examples of clever and successful sustai... View More

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Starbucks Is in a Unique Position To Push Consumers To Waste Less. Will It?

Starbucks is one of America’s most iconic brands for many reasons. The company transformed coffee culture and taught U.S. consumers to appreciate better coffee beans and traditional coffee beverages long on the menu in Europe. ... View More

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The Power of Brands To Change the World, Part Two

This is the second in a three-part series by Fruitful Strategy's Jennifer Rice, in which she explores sustainable, world-changing brands. She will delve further into the topic in the workshop "Sustainable Brands 101: Integrating Sustainability a... View More

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Sustainability: Understand, Adapt, Then Signal

Engagement with sustainability offers many perks to a company: It improves brand reputation, it helps raise prices, it maintains one’s position in the market long term and it can open doors to better investment packages. Signals are one way that co... View More

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The Power of Brands To Change the World, Part One

This is the first in a three-part series by Fruitful Strategy's Jennifer Rice, in which she explores sustainable, world-changing brands. She will delve further into the topic in the workshop "Sustainable Brands 101: Integrating Sustainability at... View More

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H&M, M&S, Benetton, Zara Commit to Fire and Building Safety Agreement in Bangladesh

H&M announced Monday it has publicly committed to supporting the Accord on Fire and Building Safety in Bangladesh, which was initiated by IndustryALL Global Union and UNI Global Union in response to last month’s deadly building collapse that ha... View More

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5 Ways to Make Transparency a Brand Advantage

Pink slime. Pan-European traces of horsemeat. Escolar masquerading as white tuna. Some 30 states considering GMO-labeling legislation.The challenges and opportunities surrounding transparency affect consumers in ways that are deeply personal (if not ... View More

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United Airlines Announces Fuel-Savings Goal for 2013

United Airlines is commemorating Earth Month by announcing its commitment to save 85 million gallons of fuel this year under the umbrella of its Eco-Skies program. This would lead to a reduction of 828,750 metric tons of CO2 and a savings of $275 mil... View More

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Les Bêtises et Les Vaches: Two French Brands Use Humor To Engage Consumers in Sustainability

French consumers want to know more about where their products come from to make more sustainable choices. Besides, trust in business is higher when brands take action for sustainability, demonstrate their achievements and communicate well. ... View More

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Volcom Launches EP&L, Commits To Reducing Emissions, Waste and Water Usage

Action sports lifestyle brand Volcom announced Wednesday a new set of sustainability goals and the incorporation of Environmental Profit & Loss (EP&L) to measure its impacts throughout its supply chain. ... View More

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H&M Disclosing Supplier List Along with Sustainability Progress

H&M for the first time has made its supplier factory list public alongside its annual sustainability report, released last week. ... View More

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Kellogg Is Latest Company To Adopt GreenBlue's How2Recycle Label

This week, GreenBlue announced the successful completion of the soft launch phase of its How2Recycle labeling system, and the addition of The Kellogg Company to the 11 other brands already using the label. ... View More

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