Assets About Brand Strategy

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Article
Materials & Packaging
Decoding Ocean Plastic for Brands: Small Details, Big Impacts
Decoding Ocean Plastic for Brands: Small Details, Big Impacts
Published on May 10, 2021
About a 6 minute read

While the terminology soup of recycled plastic sourcing is daunting, at the end of the day every ton of plastic recycled and put back into a circular economy is part of the solution. The key for brands is to be clear and honest in communications with... View More

Article
Marketing & CommunicationsCircular Economy
How to Effectively Visualize Sustainability in Our New, More Empathetic World
How to Effectively Visualize Sustainability in Our New, More Empathetic World
Published on April 14, 2021
About a 5 minute read

There is an urgent need to move the visual language of sustainability forward, so being able to represent both technological and societal progress is key. ... View More

Article
Materials & PackagingInnovation & Technology
Value-Engineered Packaging: Does Your Packaging Reflect Your Brand Values?
Value-Engineered Packaging: Does Your Packaging Reflect Your Brand Values?
Published on March 30, 2021
About a 7 minute read

Consider working with a packaging engineer the next time you release a new product or as you take steps to make your brand more sustainable. Customised packaging solutions create less waste, fewer emissions, and more savings to pass on to your custo... View More

Article
Marketing & CommunicationsOrganizational Governance
Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy
Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy
Published on March 9, 2021
About a 4 minute read

Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable. ... View More

Article
Supply ChainOrganizational Governance
Palm Oil — Redeeming an ‘Evil Crop’
Palm Oil — Redeeming an ‘Evil Crop’
Published on March 9, 2021
About a 8 minute read

In this excerpt from his new book, Honor Thy Label, Dr. Bronner's Gero Leson shares the company's years-long journey to establishing a stable supply chain for fair trade, organic palm oil. ... View More

Article
Circular EconomyGlobal Partners
SB’21 Asia-Pacific: In Asia, the Time for a Sustainable Recovery Is Now
SB’21 Asia-Pacific: In Asia, the Time for a Sustainable Recovery Is Now
Published on March 3, 2021
About a 5 minute read

In many parts of Asia, COVID-19 is relatively under control; and the focus is on recovery. How the region responds, and how much companies push for a sustainable post-pandemic economy could influence the entire world, due to Asia’s place as the glo... View More

Article
Organizational GovernanceOrganizational Governance
What Does It Really Mean to Call ‘Society’ Your Stakeholder?
What Does It Really Mean to Call ‘Society’ Your Stakeholder?
Published on January 6, 2021
About a 8 minute read

For Sweden and its business leaders, an inclusive society and economy is both a matter of principle, and a source of resiliency and success over the long term. Of course, we’re not all Swedish — so how can others adopt the same mindset? ... View More

Article
Organizational Governance
Rally Around One Purpose. Millions of Customers at a Time.
Rally Around One Purpose. Millions of Customers at a Time.
Published on December 21, 2020
About a 4 minute read

Only 38% of companies self-report as being customer-committed; and therein lies the problem: The challenge isn’t having a purpose, but living that purpose. Here are 4 ways to ensure a customer-centered purpose impacts the very people it was inten... View More

Article
Organizational Governance
Why Brands Need Purpose to Survive, Now More Than Ever
Why Brands Need Purpose to Survive, Now More Than Ever
Published on December 18, 2020
About a 1 minute read

We believe there is a purpose-profit loop, where conscious companies have better odds of actually creating more impact and more profit. Here is why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only c... View More

Article
Organizational GovernanceMarketing & Communications
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
Published on December 3, 2020
About a 5 minute read

To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say? ... View More

Article
Circular Economy
Research: In a Post-COVID 2021, Fashion Will Trend Toward Sustainability
Research: In a Post-COVID 2021, Fashion Will Trend Toward Sustainability
Published on November 30, 2020
About a 5 minute read

Based on research conducted by the U.S. Cotton Trust Protocol in 2020, here are three trends we can expect from the apparel industry — as we emerge from COVID-19 and toward a more sustainable future. ... View More

Article
Materials & PackagingCircular Economy
Strategies for Scaling Ocean Plastic Supply
Strategies for Scaling Ocean Plastic Supply
Published on October 6, 2020
About a 6 minute read

Brand commitments are the engine driving recycled plastic’s transition to scale. Making recycled plastic content part of your brand story is hands down the most important way to move the needle. ... View More

Article
Surfacing Submerged Value
Incomplete Risk Formulas Are Risky Business
Incomplete Risk Formulas Are Risky Business
Published on October 5, 2020
About a 3 minute read

Even a broken clock is right twice a day. But standard formulas for calculating risk leave out critical factors — such as vulnerability and submerged risks — that would more holistically and accurately assess risk. A new model addresses this. ... View More

Article
Marketing & CommunicationsOrganizational Governance
Oatly’s Big Gaffe: Straying from Its Brand Purpose
Oatly’s Big Gaffe: Straying from Its Brand Purpose
Published on September 9, 2020
About a 4 minute read

If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story. ... View More

Article
Marketing & CommunicationsOrganizational Governance
How to Future-Proof Brands and Create Culture Change in Challenging Times
How to Future-Proof Brands and Create Culture Change in Challenging Times
Published on June 3, 2020
About a 9 minute read

Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands f... View More

Article
Organizational GovernanceCircular Economy
Lest We Forget: We Already Have a Blueprint for Safe, Healthy, Post-COVID Future
Lest We Forget: We Already Have a Blueprint for Safe, Healthy, Post-COVID Future
Published on May 29, 2020
About a 5 minute read

This pandemic throws a spotlight on the interdependencies between business, nature and society. It may be tempting right now, when it is hard to see beyond the next few weeks, to dismiss the SDGs as a distraction. But they have been described as a �... View More

Article
Surfacing Submerged ValueOrganizational Governance
How to Fix Foresight in This ‘New Normal’
How to Fix Foresight in This ‘New Normal’
Published on April 8, 2020
About a 6 minute read

COVID-19 has fragmented the future. Your best-laid plans may lie broken. But it is possible to bring order to a world of multiple, uncertain futures; and lay the groundwork for the reset we need. ... View More

Article
Organizational GovernanceCircular Economy
How Being a Benefit Corporation Can Legally Protect a Company’s Mission
How Being a Benefit Corporation Can Legally Protect a Company’s Mission
Published on January 27, 2020
About a 5 minute read

The rise of the benefit corporation is in direct response to shareholder primacy. Under benefit corporation frameworks governed by state law, corporations that operate according to a “doing well by doing good” ethos may be shielded from a range o... View More

Article
Organizational GovernanceOrganizational Governance
The 3 Pillars of a Conscious Organisation
The 3 Pillars of a Conscious Organisation
Published on January 15, 2020
About a 6 minute read

A conscious organisation accepts that there are limits to profit and that it should not be the priority. This change is about future-proofing your organisation. It’s not an ‘if’ question — it’s ‘when.’ ... View More

Article
Organizational Governance
What 1,000 CEOs Really Think About Climate Change and Inequality
What 1,000 CEOs Really Think About Climate Change and Inequality
Published on December 17, 2019
About a 9 minute read

To buy into a new vision of business, CEOs need to connect to it as people and write it into their own personal narrative of how their work fits into the world. They need to ask: What’s my legacy? ... View More

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