Assets About Brand Strategy
Found 994 assets. Page 5 of 50.
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more... View More
McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’
Through collaborations with Roblox and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a fun way to help younger audiences understand the problems with conventional farming and the benefits of regenerative practices. ... View More
Consortium of Venue Groups Launches Sustainability Platform for Large Arenas, Halls, Convention Centers
The GOAL platform aims to standardize sustainability reporting and processes across some of the US’s largest public gathering spaces — and entice the rest to come aboard. ... View More
Recession or Not, Brands Must Go Long on ESG
Rather than undoing years’ worth of progress, brands must double down on ESG strategies that can (and will) continue to bear fruit. ... View More
Why Employees Are 12x More Likely to Recommend Purpose-Driven Brands
In a world where the mistreatment of employees, supply chain workers and/or the planet will quickly go public through a social post or a company review, ensure your organization’s internal beliefs and behaviors align with your external actions and ... View More
Cultivating Serendipity for Innovation, Impact and ‘Smart Luck’
Serendipity is about potentiality — it’s about connecting the dots. Once we look at the world less in terms of limitations and more in terms of opportunity, perceived liabilities can become assets; and a situation is reframed from one of passivit... View More
BCLC: How a Gambling Corporation Transformed into a Social Purpose Company
A gambling corporation may seem like the antithesis of ‘social good;’ but for BCLC, this is exactly why a gambling company should pivot to a social-purpose model: “People can look and say, ‘Hey, if a gambling company can bring in a social pur... View More
Recurate’s Inaugural Resale Report Highlights Goldmine in Brand-Owned Recommerce
Many brands that offer pre-owned merchandise through their own retail channels initially do it for sustainability reasons — to keep useful products out of landfills. While that is an important benefit of recommerce, thinking of it only in those ter... View More
How to Build a Whole Brand — and Why You Want to
Holistic thinking has a positive impact on a brand’s market share and ensures it stands on the right side of history. Brands that solely rely on marketing will be severely disadvantaged, especially as more and more consumers choose brands that alig... View More
Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team
When companies miscommunicate sustainability information, there is usually no malicious intent but poor internal communication. Your marketing team will want to shout from the rooftop how sustainable your business is; but in a rush to do so, it can h... View More
How to Sell Sustainability as a Key Measure of Business Success
When companies make bold commitments to sustainability, we all win. Here, we share lessons learned and ongoing challenges from three very different corporate sustainability journeys — to show others on the front lines that they are not alone. ... View More
Creatives for Climate Launching ‘Greenwash Watch’ to Help Radically Reskill the Communications Industry
Launching at Cannes Lions this week, the course is a response to industry professionals’ need to reskill to drive positive change at work: 40% of marketers report lacking relevant sustainability marketing qualifications, despite 76% having been inv... View More
A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change
Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningful... View More
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live ... View More
Mocktail Club Raises the Bar for Sophisticated, Sustainable, Socially Conscious (Non)Spirits
Founder Pauline Idogho and her diverse team of BIPOC women have created a line of globally inspired, ready-to-drink, organic, non-alcoholic cocktails that support environmental sustainability and social health and inclusion around the world. ... View More
Sustainability Is Not Enough: Moving from Earth-Neutral to Earth-Positive
To create real change and avert a climate crisis, we must move beyond earth-neutral and embrace earth-positive — and that starts with your narrative. Here are three ways to ensure that your business, your brand and your ethos are all earth-positive... View More
KLM Called Out for Misleading Claim That Travelers Can ‘Fly CO2 Zero’
A Dutch advertising watchdog has ruled that a recent ad telling the airline’s customers they could fly carbon-emission free is misleading. ... View More
Kraft Heinz Not Company Out to Upend Industry with AI-Driven, Plant-Based Food Innovation
In partnering with NotCo, Kraft Heinz aims to leverage its manufacturing and commercial capabilities, with the scale of some of its beloved global food brands, to reshape the food landscape and set a new standard for plant-based innovation. ... View More
There’s an Opportunity for Purpose Leadership in the Metaverse Gold Rush
Companies getting into the gold rush of the metaverse can, like many before them in burgeoning industries, put profit first with little thought to the implications on society. Rarely have we been able to proactively factor in brand purpose and ESG pl... View More
5 Ways to Turn Your Purpose into a Competitive Advantage
An intentional purpose will be unique to every company — based on your history, culture and the role you play in your customers’ lives. But, based on our interviews with leading purpose-led companies, here are five common themes that can inspire ... View More
